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.
The main tenet of this book promises to provide revealing insights into the ways that national identity, globalization, and Americanisation interact within the Israeli context... Some particularly fascinating insights in the book make unique and important contributions to the study of advertising and its current relationship with Americanisation and globalisation.--Robert Crawford, University of Technology, Sydney