Title page, Copyright, Dedication

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pp. i-vi

Contents

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pp. vii-viii

List of Illustrations

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pp. ix-xii

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Acknowledgments

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pp. xiii-xviii

Ballyhoo, yet brilliant, advertising has entertained and elucidated, as it has obscured and intimidated the various publics who have succumbed to its spell. Wrestling with this conundrum over the past five years has been alternately rewarding and frustrating, but always eye-opening. Examining American Jewish life through the lens of advertising has enabled me to...

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Introduction: More than Advertising

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pp. 1-14

In 1967, El Al airlines stunned viewers with its disarming advertisement featuring an attractive flight attendant. The headline announced, “Maybe You Don’t Want to Look at a Painted-on Smile All the Way to Europe” (see figure 1). A heavy black line delineated the woman’s lips, extended across her face, and concluded in short, upright curved strokes that framed her cheeks and likened her to a clown. Cleverly alluding to the body...

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1 Portrait of American Jewish Life

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pp. 15-54

In 1775, the artist Gilbert Stuart, who would later become the leading portraitist of the federal period, depicted Sarah Rivera Lopez and Joshua, the wife and son of Aaron Lopez, a wealthy Jewish merchant. Decades later, Stuart gained acclaim for painting distinguished political figures, including presidents George Washington, John Adams, Thomas Jefferson,...

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2 The Spaces and Places of Jewish Advertising: Joseph Jacobs and Market Segmentation

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pp. 55-80

Why have more Jewish headaches been cured by Bayer aspirin? Why do dogs owned by Jews prefer Gaines Burger?1 It is because Joseph Jacobs has told us so. Since 1919, the Joseph Jacobs Organization has played matchmaker, pairing mainstream companies with the Jewish market. For ninety-five years this agency has steadily guided ordinary household products into Jewish homes. Its list of achievements...

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3 Manischewitz and Maxwell House: The M&M of Jewish Advertising

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pp. 81-118

When Too Jewish? Challenging Traditional Identities opened at the Jewish Museum in New York in 1996, an assortment of artworks exemplifying Jewish life were put on display. Deborah Kass’s Four Barbras (also known as the Jewish Jackie Series depicting Andy Warhol–style silkscreened representations of singing diva Barbra Streisand) and Rhonda Lieberman’s Barbara Bush (featuring a white flocked “Hanukkah Bush”...

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4 You Say You Want a Revolution: The Mainstreaming of Jewish Identity in American Advertising

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pp. 119-144

In 1965, Americans witnessed the assassination of Malcolm X, the Watts Riots in Los Angeles, an escalation in America’s involvement in Vietnam, and the passage of the Immigration and Nationality Act. Like Bob Dylan sang, the times they were a-changin’ and this was reflected in advertising. Advertising was shifting from text to image, from the literal to the conceptual, and from the descriptive to the suggestive, in deference...

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5 Matchmaker, Matchmaker: JDating in the Digital Age

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pp. 145-162

Meandering through Times Square in New York several years ago, I was struck by a large illuminated billboard featuring Stephanie and Avi—a stunning couple—whose chance encounter was facilitated by the Jewish Internet dating service known as “JDate®” (see plate 12). That JDate could sponsor a substantial ad in such prime real estate certainly speaks to the achievements of the company founded in 1997. Yet beyond the...

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Conclusion: More than a Mirror

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pp. 163-168

In 2006, Reboot, a movement of young Jewish creatives dedicated to the renewal of Jewish values and traditions, published a groundbreaking study detailing what being Jewish means to Generation Y (young adults between the ages of eighteen and twenty-five). One-on-one interviews with a cross-section of individuals together with Generation Y focus groups from...

Notes

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pp. 169-190

Bibliography

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pp. 191-200

Index

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pp. 201-222

Color plates

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pp. 223-230