The early Buds of Globalization: the German impact on the emerging advertising industry in British territory in the 1930s - The case of the Land of Israel

TitleThe early Buds of Globalization: the German impact on the emerging advertising industry in British territory in the 1930s - The case of the Land of Israel
Publication TypeConference Paper
Author(s)Roth Cohen, O., and Y. H. Limor
Affiliation (1st Author)AUC University
Section or WGHistory Section
DateFri 28 June
Slot CodeHISF3a
Slot Code (Keyword)HISF3a
Time of Session14:00-15:30
RoomHelix - The Studio
Session TitleHistorical development of forms of public
Submission ID5417
Abstract

    The present research wishes to demonstrate some early buds of globalization - which is one of the characteristics of modern life - in the advertising industry. The research focuses on the influence of Jewish immigrants, who left Germany due to the Nazi rise to power and who immigrated to the Land of Israel between  1933-1939, which at that time was under the British Mandate. The local advertising industry was small and undeveloped until the great wave of immigrants, numbering over two hundred thousand, arrived from Germany.  The few existing advertising agencies were not professional and in addition to the advertising business dealt with other activities, such as real estate. In the wave of emigration from Germany, many highly intellectual, professional new-comers arrived in the Land of Israel, possessing organizational ability and knowledge in combining the free and artistic professions (Bein, 1982). Among these were advertising agents and graphic artists. They set up advertising agencies, which provided the potential advertiser all aspects of the advertising process, and did not simply make do with representing the media alone, as had been the case up to that time. The owners were the pivot of the advertising agencies which the new-comers established.  In present-day professional terms, the owners can be described as those who performed three separate kinds of expertise: that of account executive, copywriter and financier (Hetsroni, 2011). The advertising agencies established by the German immigrants operated according to working models and norms that their founders had brought from their native country. This, in fact is the earliest global influence on the advertising industry in the Land of Israel. That is to say, that even before the emergence of the globalization phenomenon as is known and defined today, the economic-cultural influence, which knew no borders, was to be observed from this time on in the Land of Israel.   The new immigrants brought the style of advertising which focused on emphasizing the term “Made Abroad” on imported products. In this way, for example, the advertisements proclaimed: “Be dressed beautifully and elegantly, like the ladies of Paris, Vienna and other world capitals”. The advertisements also infused the Jewish society in the Land of Israel, with messages of west European personal, hedonistic life-style, presenting comfort and aesthetics as ideals at which we have to aim (Helman, 2007, 134-135). Looking back from a historic, retrospective viewpoint, it can be ascertained that the contribution of the immigrants from Germany changed the face of advertising in the Land of Israel in the 1930s. This can be identified as the earliest global influence on the advertising industry in the Land of Israel and in fact, on the advertising industry in the State of Israel (established in 1948).   Bibliography Bein, A. (1982). Emigration and Immigration in the Land of Israel (Eretz Israel). Jerusalem: Am Oved. Helman, A. (2007). Urban Culture in 1920s and 1930s Tel Aviv. Haifa: Haifa University Press.   Hetsroni, A. (2011). Advertising in Israel: From traditional dilettantism to professional westernism. In E.C. Alozie, (Ed.). Advertising in developing and emerging countries (pp.69-77). Surrey, England: Gower.

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