Advertising in a Collective-Horizontal Culture: Israeli Lottery Advertisements Between Collectivism and Individualism.
This study asks and demonstrates how an individualistic service is advertised in a collectivistic-horizontal immigrant society. A representative sample of Israeli lottery advertisements from the 1950s and 1960s (N = 124) are used as a case study. They are analyzed quantitatively and then qualitative...
| Publicado en: | Atlantic Journal of Communication Vol. 19; no. 5; pp. 251 - 268 |
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| Autores principales: | , |
| Formato: | Artículo |
| Publicado: |
Taylor & Francis Ltd
Nov/Dec2011
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| Acceso en línea: | Ver este registro en EBSCOhost |
| Sumario: | This study asks and demonstrates how an individualistic service is advertised in a collectivistic-horizontal immigrant society. A representative sample of Israeli lottery advertisements from the 1950s and 1960s (N = 124) are used as a case study. They are analyzed quantitatively and then qualitatively (for selected ads) for the appearance of collectivism, which was a predominant cultural orientation in Israel in those years, and individualism that is more in line with the commercial message. The results show that although collectivism appeared in a majority of the ads, individualism became more apparent as years went by. |
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