National-Liberty Reflections of the Exodus Myth in Palestine-Israel Print Media Advertisements, 1923-1958

Abstract

Focusing on the exodus from Egypt myth, an integral component of the Jewish people's religious and cultural consciousness, the current research highlights the advertising role in utilizing myth as both reinforcement, and as an agent of change in building the collective memory of the Jewish population in Palestine-Israel. The research claims that the local advertisers present their products and services to the local consumers in accordance with the ideology, interests and needs of Zionism. It points to various means for expressing the Zionism “national liberty” meaning of The Exodus myth. These means include the freedom to earn a living in the Land of Israel, the struggle for national liberty, and the “holiday of liberty” as the Israeli Independence Day.