International Journal of Social Science & Economic Research
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Title:
"YOUR OBLIGATION TO THEM: SIMPLICITY IN YOUR KITCHEN": WAR AND HOME IN ADS FROM MANDATORY PALESTINE'S HEBREW MAGAZINES

Authors:
Shahar Marnin Distelfeld


Volume - 2 Issue - 4, Pages - 3178-3199

Abstract:
This research focuses on advertisements for domestic products dated from the years of WWR II, which included a direct reference to the war, and appeared in Hebrew magazines of Mandatory Palestine. The objectives were to find out what massages were conveyed to women through the ads. Using content analysis and semiotic models, the ads were decoded and four strategies were found: describing the conditions of war, which influenced the product; "the glamour strategy", stressing the homemaker's role as a "home-soldier"; women's chat as a domestic communication constructing an economical homemaker; alerting the homemaker not to harm her family ignoring wartime circumstances. All strategies constructed an image of a homemaker who should share the effort of war from home.

Cite this Article:

[Distelfeld, Shahar Marnin. ""YOUR OBLIGATION TO THEM: SIMPLICITY IN YOUR KITCHEN": WAR AND HOME IN ADS FROM MANDATORY PALESTINE'S HEBREW MAGAZINES." International Journal of Social Science & Economic Research 2.4 (2017): 3178-199.]

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