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 |
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Taylor & Francis Ltd
Nov/Dec2011
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=67525738&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 67525738 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 15456870 U8J jtl: Atlantic Journal of Communication issn: 15456870 maglogo: Y pubinfo: dt: Nov/Dec2011 vid: 19 iid: 5 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 67525738 10.1080/15456870.2011.622195 ppf: 251 ppct: 17 formats: fmt: – @attributes: type: T – @attributes: type: P size: 2.3MB tig: atl: Advertising in a Collective-Horizontal Culture: Israeli Lottery Advertisements Between Collectivism and Individualism. aug: au: Levy, Moshe Hetsroni, Amir affil: Department of Sociology, Ariel University Center, Israel School of Communication, Ariel University Center, Israel su: Advertising Communication in marketing Culture Lotteries Immigrants Collectivism (Social psychology) Israel sug: subj: Israel Advertising Communication in marketing Culture Lotteries Immigrants Collectivism (Social psychology) ab: 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. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Atlantic Journal of Communication is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Atlantic Journal of Communication holder: Taylor & Francis Ltd dt: @attributes: year: 2011 holdings: @attributes: islocal: N |
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