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...

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Bibliographic Details

Published in:	Atlantic Journal of Communication Vol. 19; no. 5; pp. 251 - 268
Main Authors:	Levy, Moshe, Hetsroni, Amir
Format:	Article
Published:	Taylor & Francis Ltd Nov/Dec2011
Subjects:	Advertising Communication in marketing Culture Lotteries Immigrants Collectivism (Social psychology) Israel
Online Access:	View this record in EBSCOhost