Romantic Relationships and Sexuality in Hebrew Advertisements 1967–1977

  • Avivit Agam Dali


Hebrew-language advertisements in the Israeli press stringently avoided any reference to intimacy or sex until the 1960s. Before the 1960s, the ideal depicted in advertising showed an individual or a group, with hardly any place for representations of couples of any type. During the 1960s, however, a huge change became discernible in advertisers’ attitudes to representations of romanticism and sexuality. Some of the products offered through the ads were associated with romance and functioned as aids to assist the progress of a romantic relationship. The rise of members of the “flower children” generation, who grew up to work in the advertising industry in Israel, contributed greatly to relatively crude representations of Israeli sexuality that burs through the ads. Increasingly, images of heterosexual relationships became legitimate sales promoters. Along with images of couples, semi-pornographic pictures were also used, focusing on women’s bodies and objectifying them.


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© The Author(s) 2017

Authors and Affiliations

  • Avivit Agam Dali
    • 1
  1. 1.The Open UniversityRa’ananaIsrael

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