Researchers have discussed the display of emotions in modern society as a response to stimuli — some of which are internal and private events whereas others are displayed to the outside world (Tourinho, Borba, Vichi, & Leite, 2011). In particular, during times of crisis there seems to be an awakening of patriotic feelings and a tendency to express emotions through symbolic artifacts (Bar-Tal & Ben-Amos, 2004; First & Avraham, 2010; Zeevi, 2009). This article describes and analyzes Israel’s linguistic landscape as reflected by outdoor signs during the military operation Protective Edge (in Hebrew “Tzuk Eitan”) as a display of citizens’ feelings. One-hundred different outdoor signs were selected from a 300 convenience sample and analyzed according to categories of the initiators of the signs, the objects of the messages, and the ways in which solidarity and patriotism were expressed. The findings indicate that indeed, a strong message of patriotism and solidarity emerged from visual and linguistic elements in the signs, as well as their location. The findings show that the LL ceases to be “a space” and becomes a place that conveys a message and contains a social meaning (Shohamy & Waksman 2009).
This article analyses the advertising rhetoric used in Israeli daily newspapers during the Second Lebanon War, when advertisements made use of war-related content and symbolism to sell their products. The author reveals how advertisers exploited the war situation to promote sales and, in doing so, demonstrates the values of Israeli society during this unique period in Israeli history. The findings show a wide usage of patriotic expression for marketing products and services. It seems that advertisers preferred to focus most of their attention on the civilian home front, ignoring to a great extent the Israeli Defense Forces (IDF) and its soldiers (unlike accepted practice during periods of military calm). They also omitted mention of the state and its leaders. Additionally, contrary to former practice, advertisers did not make use of foreign (non-Hebrew) words, thus emphasizing Israeli identity.
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