The German (Fifth) Aliyah and the Development of Israel’s Advertising Industry

in Israel Studies Review
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  • 1 Ariel University osnatrc@gmail.com
  • 2 Bar-Ilan University osnatrc@gmail.com
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abstract

This article analyzes the influence of Jewish immigrants on the nascent advertising industry in British Mandatory Palestine. Until a mass wave of immigrants arrived in 1933–1939, local advertising was rather small and undeveloped. Among these immigrants—many of whom arrived from Central Europe, chiefly, Germany (also known as the ‘Fifth’ or ‘German’ Aliyah)—were advertising agents and graphic designers who set up the foundations of professional advertising agencies in Palestine. These new immigrants infused local society with messages championing Western European lifestyles, portraying comfort and aesthetics as ideals to strive for, values that were, in fact, contradictory to the work ethic and socialist ethos of the Yishuv at the time. The lasting mark left by this German Aliyah on the local advertising industry, and later on the State of Israel, can be observed in two main spheres: the structural-functional sphere of the industry and the content-visual sphere of the industry’s creative products.

Contributor Notes

osnat roth-cohen is a Lecturer in Communication and Media Studies at the School of Communication, Ariel University, and at the School of Communication, Bar-Ilan University. She is also a Research Fellow at the Institute for the Study of New Media, Politics, and Society at Ariel University. Her main research areas include the evolution of advertising, creativity in advertising, advertising in the new media age, and public relations.

yehiel limor is a Past President of the Israel Communication Association (ISCA) and teaches at the School of Communication of Bar-Ilan University. His main research areas include the media in Israel, media ethics, journalism, and public relations.

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