TY - JOUR
T1 - Advertising in a Collective-Horizontal Culture
T2 - Israeli Lottery Advertisements Between Collectivism and Individualism
AU - Levy, Moshe
AU - Hetsroni, Amir
PY - 2011/11
Y1 - 2011/11
N2 - 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.
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.
UR - http://www.scopus.com/inward/record.url?scp=84859371974&partnerID=8YFLogxK
U2 - 10.1080/15456870.2011.622195
DO - 10.1080/15456870.2011.622195
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AN - SCOPUS:84859371974
SN - 1545-6870
VL - 19
SP - 251
EP - 267
JO - Atlantic Journal of Communication
JF - Atlantic Journal of Communication
IS - 5
ER -