This research's objective is to further examine possible political and national dimensions, and the way national identity is mediated, constructed and preserved by advertising. Moreover, this study aims to achieve that objective by focusing on Israel as a case study and examining the national narrative that is mediate through the narrative of Israeli advertising, and what part the American myth plays in it. The study aims to examine how the narrative of Americanization is abandoned and then readopted as changes occur in USA-Israeli relations, in hopes to shed more light on the subjects of the role of advertising in constructing and preserving national identity, the negotiation of national identity through the prism of advertising, and the Americanization of Israeli society.
The previous objective will be achieved by examining the different ways in which the American motif has been adopted in Israeli advertising during two different periods of American presidencies: the first period examined will be during the eight-year presidency of Barack Obama, and the second during the four-year presidency of Donald Trump. This study focuses on the American image as reflected in Israeli advertisements on the online video streaming website "YouTube," in hope to answer the question in what ways is the American image adopted differently in Israeli advertisements in each of the two periods of American presidencies previously mentioned, and what those differences (if existing) can further inform us about the Americanization of Israeli advertising and thereby of Israeli society, as well as the negotiation of Israeli national identity through the prism of advertising.
A previous body of research has been dedicated to the examination of the Americanization of Israeli society, surprisingly, only few have focused on the prism of advertising. The presence and invocation of the American image in Israeli advertisements by associating American values, lifestyles, and symbols with different consumer products (even ones that have no connection to The United States in any way), has been apparent for many years. As previous research has shown by emphasizing the relationship between advertising and social and cultural values and norms, the invocation of the American image in Israeli advertisements reflects the Americanization of Israeli society.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Theoretical Background
- Nationalism and National Identity
- National Identity in the Era of globalization/Americanization
- National Identity, Mass Media and Advertising
- Trump & Obama: the change in the paradigm of U.S.-Israel Relations
- Methodology and research methods
- The codebook
- The national sphere
- The geographical sphere
- The economic sphere
- The cultural sphere
- Findings: The Resurrection of the American Myth in Israeli Advertising
- The National Sphere
- The Geographical Sphere
- The Economic Sphere
- The Cultural Sphere
- Conclusion and Discussion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research examines the use of the American image in Israeli advertising during the presidencies of Barack Obama and Donald Trump, focusing on the relationship between advertising and the construction of national identity. The study aims to shed light on how the narrative of Americanization is adopted and abandoned in Israeli advertising based on changes in U.S.-Israel relations.
- The role of advertising in constructing and preserving national identity
- The negotiation of national identity through the prism of advertising
- The Americanization of Israeli society
- The impact of political changes in U.S.-Israel relations on Israeli advertising
- The relationship between symbolic reality and objective reality in advertising
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: The introduction presents the research question and outlines the study's objectives. It establishes the importance of examining advertising as a lens for understanding the Americanization of Israeli society.
- Theoretical Background: This chapter lays out the theoretical framework of the study, drawing upon the Social Construction Theory and its relevance to understanding the relationship between media, national identity, and advertising.
Schlüsselwörter (Keywords)
This study focuses on the intersection of national identity, advertising, and Americanization in the context of Israeli society. Key terms include the Social Construction Theory, the American myth, Israeli advertising, national narrative, and U.S.-Israel relations.
- Quote paper
- Anonym (Author), 2021, National identity and Americanization in Israeli advertising. Obama to Trump, Munich, GRIN Verlag, https://www.grin.com/document/1152539
