The exodus myth in commercial advertisements in Israeli secular and religious printed press 1948–2008

Abstract

This article discusses the depiction of the exodus myth in advertisements in Israeli secular and religious daily newspapers from 1948 to 2008. Its premise is that advertising as a persuasive communication tool adapts itself to its target audience. As a result, there are notable differences in the use of the myth in advertisements targeting various audiences. A total of 1907 advertisements were examined with the use of quantitative content analysis. The research premise was extensively substantiated and can point to the differential perception of the exodus myth among Israel’s secular and religious populations.