"I Buy American": The American Image as Reflected in Israeli Advertising

Analysis of advertisements in Israeli newspapers over the past decade has shown that American symbols have been widely used to market an array of consumer goods. Products made in America, Israel, or other countries are marketed with some sort of American angle by invoking America's values, symbols, landscapes, or lifestyle. Using both qualitative and quantitative methods, we analyzed how central components of the nation-state/national sphere—language, flag, political leaders, borders, landscapes, and sights—are reflected in advertising. We attempt to show how social values metamorphose, shedding their "Israeliness" and taking on an American veneer. Using Israel as an example may provide a test case for the Americanization process in other societies at the turn of the millennium.