Abstract
This article presents a socio-cultural analysis of advertisements in the Israeli press that feature visual images of major world sites and urban landscapes, dating from 1967 through 2008. These locations are represented in the advertisements as places of entertainment and leisure. Images of foreign cities and exotic lands are contrasted to the density and crowded reality of everyday Israeli life. Advertising thus serves as a means through which the illusion of being abroad appears to be accessible to every consumer. It becomes the refuge of consumers, who can escape to a land of dreams evoked in an advertisement. In this way, the use of distancing in advertising functions as a metaphor for Israel's place in the hearts and minds of those who are being targeted by Israeli advertisements.
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