"Advertising in the German-Zionist Press in the First Decades of the Twentieth Century. A Case Study" - HAL-SHS - Sciences de l'Homme et de la Société Accéder directement au contenu
Chapitre D'ouvrage Année : 2022

"Advertising in the German-Zionist Press in the First Decades of the Twentieth Century. A Case Study"

Résumé

Olivier Baisez looks into the kinds of consumer goods advertised in the widely circulated Zionist weekly Jüdische Rundschau in the first decades of the twentieth century, and he asks whether a specific German Zionist consumption regime can be inferred from this marketing. Recording developments in this advertising over time, he first shows how Palestine became part of the German Zionists’ consumer culture and consumption practices. Beyond that, the advertisements suggest to Baisez the existence of a virtual world of consumption that reflected the kind of lifestyle that readers were supposed to desire. The author then turns to the communal function of advertisements and other notices in the Jüdische Rundschau, highlighting the deep social embeddedness of Zionists in German Jewish society’s ways of life. Finally, Baisez offers a typology of advertisements and considers Zionist consumer ethics.
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Dates et versions

halshs-04305459 , version 1 (24-11-2023)

Identifiants

  • HAL Id : halshs-04305459 , version 1

Citer

Olivier Baisez. "Advertising in the German-Zionist Press in the First Decades of the Twentieth Century. A Case Study". Paul Lerner, Uwe Spiekermann, Anne Schenderlein (éd.), Jewish Consumer Cultures in Nineteenth and Twentieth-Century Europe and North America, Palgrave Macmillan, p. 67-86, 2022, Worlds of Consumption, 978-3-030-88959-3. ⟨halshs-04305459⟩
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