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America in JeruSALEm: Globalization, National Identity, and Israeli Advertising

Amazon.com Price: $60.87 (as of 04/05/2019 18:56 PST- Details)

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In America in JeruSALEm, the authors examine the effects of globalization and Americanization on the national identity of small nations. The use of Israel as a case study, First and Avraham analyzed the changes in Israeli advertising over the last two decades. They found that because the ’90s, Israeli advertisers started The use of American symbols, values, sights, and heroes to promote diverse products as a right of the place they were if truth be told made. The standpoint 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 utilized to analyze national identity through advertising in the age of globalization/Americanization. Even supposing many books have focused on a lot of aspects of Israeli society, America in JeruSALEm offers a new and accessible standpoint on the changes in Israeli identity.

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America in JeruSALEm: Globalization, National Identity, and Israeli Advertising

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