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Advertising as a semiotic system of space: image of the desert in Israeli advertising, 1967–2004

The study of advertisements over the past decades shows a turning point in the attitude of Israeli advertisers to the desert. In the iconography of advertising up to the early 1970s, the desert represents ‘the world beyond’, past the borders and into what is beyond the border, the forbidden and the permissible, and as a backdrop for the figure of the Israeli soldier, which is almost the only figure appearing in the ads against the desert background until 1973 (the desert image functioned as a site of battles). From 2000 onwards, the desert is represented usually as an exotic location, the result of a hedonistic society living under the threat of war, but which still prefers to see advertising as an escapist location.