Contesting National Identity During Crisis: The Use of Patriotism in Israeli Advertisements

Globalization processes have been accelerating since the early 1990s, and Israeli society is undergoing significant changes. Within these changes, symbols, beliefs, and new values are adopted to replace the old ones. Evidence of the Americanization of Israeli society can also be found in advertising, where the dominance of the American narrative has been notable since the 1990s. Over the years a significant increase has occurred in the use of American scenery, values, and heroes, along with the use of English. In this article, we seek to examine whether this extensive use of American motifs in Israeli advertising is also evident during times of national crises in the first decade of 2000.