THE EVOLVING NATURE OF THE ADVERTISING INDUSTRY IN ISRAEL

The Israeli advertising market, experiencing consistent 5 per cent growth since 2021 and substantial prosperity, stands as a compelling case study in industry development. Yet, the historical trajectory leading to this success remains underexplored. Existing empirical studies on the structure and driving forces of Israeli advertising are scarce and limited in scope. This chapter addresses this significant gap by offering a theoretical-historical account of advertising's evolution and transformations in Israel from the nineteenth to the twenty-first centuries. Drawing on current research and novel insights, the author identifies the various factors that shaped the industry, providing a two-layered perspective: a structural-functional analysis of influences on its organizational development and a socio-cultural examination of evolving values and motifs reflected in Israeli advertising campaigns over the years.