This research focuses on the nascent advertising industry in British Mandatory Palestine and how it was influenced and transformed by German Jewish immigrants, who arrived between 1933 and 1939, in a wave of immigration known as the Fifth Aliyah. At the time, local advertising was rather small and undeveloped until the mass wave of immigrants (over 200,000), many highly skilled and educated, came from Central Europe, mainly from Germany. These immigrants played a vital role in the local advertising industry. Their contributions were evaluated using a theoretical model consisting of primary analytical factors—mass communication, economy, technology, society, and international transfer. These factors influenced and continue to influence the form of Israeli advertising industry to this day. German immigration demonstrates a hybrid set of influences that played an instrumental role in the development of the local advertising industry in the Land of Israel. Functional-rational and creative aspects in the advertising industry were radically transformed by these new arrivals. Rethinking media history and centering the immigrant’s unique contribution is an important scholarly objective. This is achieved by shifting the discussion from dominant institutions to the local advertising history and focusing on the functional practices and creative methods imported by immigrants.

中文翻译：

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移民建设国家：欧洲移民对广告业发展的混合影响

这项研究的重点是英国托管巴勒斯坦新生的广告业，以及它是如何受到德国犹太移民的影响和转变的，这些移民在 1933 年至 1939 年间抵达，被称为第五次阿利亚的移民浪潮。当时，本地广告相当小且不发达，直到大批移民（超过 200,000 人）来自中欧，主要来自德国，其中许多是高技能和受过教育的。这些移民在当地的广告业中发挥了至关重要的作用。他们的贡献是使用由主要分析因素（大众传播、经济、技术、社会和国际转移）组成的理论模型进行评估的。直到今天，这些因素都影响并继续影响着以色列广告业的形式。德国移民展示了一系列混合影响，这些影响在以色列土地上当地广告业的发展中发挥了重要作用。这些新来者从根本上改变了广告行业的功能-理性和创意方面。重新思考媒体历史并以移民的独特贡献为中心是一个重要的学术目标。这是通过将讨论从占主导地位的机构转移到当地的广告历史并关注移民引入的功能实践和创意方法来实现的。重新思考媒体历史并以移民的独特贡献为中心是一个重要的学术目标。这是通过将讨论从占主导地位的机构转移到当地的广告历史并关注移民引入的功能实践和创意方法来实现的。重新思考媒体历史并以移民的独特贡献为中心是一个重要的学术目标。这是通过将讨论从占主导地位的机构转移到当地的广告历史并关注移民引入的功能实践和创意方法来实现的。