Advertising in a Collective-Horizontal Culture: Israeli Lottery Advertisements Between Collectivism and Individualism

This study asks and demonstrates how an individualistic service is advertised in a collectivistic-horizontal immigrant society. A representative sample of Israeli lottery advertisements from the 1950s and 1960s (N = 124) are used as a case study. They are analyzed quantitatively and then qualitatively (for selected ads) for the appearance of collectivism, which was a predominant cultural orientation in Israel in those years, and individualism that is more in line with the commercial message. The results show that although collectivism appeared in a majority of the ads, individualism became more apparent as years went by.