National identity and Americanization in Israeli advertising. Obama to Trump

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.