Attitudes towards nature and the environment in Israeli advertising. Issue 2 (4th March 2019)

• Record Type: Journal Article
• Authors: Agam Dali, Avivit
• Is Part Of: Israel affairs. Volume 25:Issue 2(2019)
• Page Start: 339
• Page End: 349
• Publication Date: 2019-03-04
• Subjects: Israel -- nature -- environment -- iconography-advertising; Israel -- History -- 1933- -- Periodicals; 956.94054
• DOI: 10.1080/13537121.2019.1577050
• Languages: English
• ISSNs: 1353-7121

Abstract

ABSTRACT: This article examines the manner in which advertisements in the Israeli print media from 1951 to 2014 represent nature and landscapes. It shows that from the 1950s through the 1970s, nature was viewed as designed to serve people, represented as it was as Israeli landscapes. From the 1980s onwards, the attitude towards nature became more empathic and sympathetic, resulting in its depiction in advertisements in a 'green' image with nascent depictions of global nature. In recent years, the quality of the environment has remained of interest, but it is increasingly accompanied by surrealist and fantastic representations of nature, representing a type of escapism and the desire to observe idealistic and idyllic nature.