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Chanukah Advertising in Israel

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Abstract

This is a lesson plan provided by the National Library of Israel.

In Israel, as in most countries around the world, advertisements  incorporate holiday themes into their marketing. The Chanuakah themed ads in pre 1948 Palestine, represent a unique chapter in Jewish history; did the Jews living in Israel at that time think of themselves as potential modern day Maccabees? What elements of the Chanukah story were likely to influence potential customers to buy their products? Why? In this resource, learners will draw their own conclusions by carefully analyzing the advertisements themselves, as well as design their own Chanukah themed advertisement for a product of their choice.

The learner will:

  1. understand why Jewish culture and Israeli culture intersect in ways that enhance and deepen one’s Jewish identity..
  2. know some examples of how Israeli advertisers embed Jewish history and tradition into their advertisements

be able to create and explain their own Chanukah themed advertisement for a product of their choosing along the lines of the marketing strategies the advertisers in the primary sources used.

 

About the National Library and its educational materials:

The mission of the National Library of Israel is to provide a home for items of national, historic or cultural significance. Each of these primary sources serve as unique entry points into the collective memory of the people of Israel as well as the Jewish people worldwide.

The education department at the library curates the collection of primary sources and uses them as windows into the past; to foster a deeper understanding of Jewish history, and to enable learners to personalize and connect to earlier events.

 

When you click on the National Library of Israel resource link featured above, you will find the following educational building blocks for the creation of a lesson plan:

  1. A group activity to open the lesson and engage the learners.
  2. Discussion ideas and/or questions that are designed to get the learners thinking more deeply about the content.
  3. A creative activity that gives students the opportunity to go beyond learning and analyzing, to crafting something new, that personalizes how they relate to the  primary sources featured in the resource.
  4. The primary sources in this resource have individual links (listed in Expand your horizons below) that provide expanded information. In addition there are nuanced discussion questions that will enable students in small groups to engage independently and effectively in the process of  observing, interpreting, and connecting to the primary sources

 

Supplement to the lesson plan:

The National Library resource includes an advertisement from the keter shoe company that plays off a Talmudic passage about the story of Chanukah.

 

After the students engage with the primary sources, share the Talmudic passage with the class (see attachment above) and ask them:

  • to compare and contrast the passages
  • Why did the advertiser create this ad? What was he hoping for?
  • Would this advertisement be effective today? Why or why not?

Link to the lesson plan:
Chanukah Advertising in Israel

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