ISSN: 2320-5407 Int. J. Adv. Res. 4(11), 413-424 413 Journal Homepage: -www.journalijar.com Article DOI:10.21474/IJAR01/2099 DOI URL: http://dx.doi.org/10.21474/IJAR01/2099 RESEARCH ARTICLE SHAPING THE FEMALE IMAGE IN THE DOMESTIC SPHERE: LOOKING AT HEBREW MAGAZINES’ ADS. Shahar Marnin-Distelfeld. …………………………………………………………………………………………………….... Manuscript Info Abstract ……………………. ……………………………………………………………… Manuscript History Received: 24 September 2016 Final Accepted: 26 October 2016 Published: November 2016 Copy Right, IJAR, 2016,. All rights reserved. …………………………………………………………………………………………………….... Introduction:- This research paper focuses on advertising strategies used repeatedly in ads for domestic products in Hebrew magazines ad manuals of pre-state Israel. These strategies combined verbal texts with visual images to promote a specific product, and by doing so, they also constructed a representation of the „ideal‟ homemaker and mother. Advertisements featuring representations of homemaker and mother first appeared in the Hebrew press of the 1920s (Marnin-Distelfeld, 2016: 199). During the 1930s and the 1940s, local ads for domestic products were added and the popular press in pre-state Israel started to resemble its overseas prototypes. This article will examine strategies of shaping representations of women occurring in ads for home products and it is based on a comprehensive research of about one hundred and fifty ads, which appeared in dailies, in women‟s magazines and in manuals published in Hebrew, over the three decades prior to the establishment of the state of Israel, in 1948. The period of the new Hebrew settlement in pre-state Israel, beginning with the first immigration to the establishment of Israel, is perceived in modern Jewish history as a time of local Hebrew culture crystallization (Even-Zohar, 1980: 165-166; Ben-Porat, 1999:49). The appearance of ads in the press and in popular literature reflected a process of cultural flowering, characterized by increasing population and rapid economic growth (Helman, 2007: 11). Immigration waves from central Europe in the 1930s made a crucial contribution to the development of economy, society, and culture (Gelbar, 1990:385). The field of advertising marched along with industry and manufacturing, as suppliers of bourgeois consumerism culture, centering in the city of Tel-Aviv. In the 1940s, following World War II, many industrial plants were set up and thus the product and advertising market expanded, too (Helman, 2007:23). Until the 1920‟s, Hebrew press ads lacked illustrations almost entirely and contained detailed verbal text specifying the product‟s virtues (Marnin-Distelfeld, 2016: 200). Later, in the 1920‟s, the first illustrated ads emerged many of which featuring women‟s representations. Like the products, the ads, too, were imported and placed in the Hebrew press with their text translated into Hebrew. The decision to include these in this research corpus was based on the notion that they were verbally adapted for Hebrew speaking readers albeit visually highly similar, and sometimes identical to the original ads. In addition, this decision was also based on the marketing principle by which ads embody the essence of accepted values and norms of the society where they appear, to generate situations with which the target audience can easily identify (Liebes & Talmon, 2004: 318; Morris, 2006: 13). Corresponding Author:- Shahar Marnin-Distelfeld.