America in JeruSALEm

Name: America in JeruSALEm
Brand: Lexington Books
SKU: 9780739133255
Price: 614.48 RON
Availability: InStock

Globalization, National Identity, and Israeli Advertising

Autor: Eli Avraham, Anat First

Limbă:

Legare: Copertă tare

Editura: Lexington Books

Disponibilitate: În depozitul extern

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614.48 lei

In America in JeruSALEm, the authors examine the effects of globalization and Americanization on the...

Informații despre carte

Autor

Eli Avraham, Anat First

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2009

Pagini

156

EAN

9780739133255

ISBN

073913325X

Enbook ID

04669005

Editura

Lexington Books

Greutate

399

Dimensiuni

163 x 240 x 16

Descriere completă

In America in JeruSALEm, the authors examine the effects of globalization and Americanization on the national identity of small nations. Using Israel as a case study, First and Avraham analyzed the changes in Israeli advertising over the past two decades. They found that since the '90s, Israeli advertisers began using American symbols, values, sights, and heroes to promote diverse products without any consideration of the place they were actually made. The perspective offered in this book-a consideration of advertising as a locus of the tension between national identity and globalization/Americanization-is an innovative one, generating a model that can be used to analyze national identity through advertising in the age of globalization/Americanization. Although many books have focused on numerous aspects of Israeli society, America in JeruSALEm offers a new and accessible perspective on the changes in Israeli identity.

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America in JeruSALEm

Globalization, National Identity, and Israeli Advertising

Informații despre carte

Descriere completă

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