The Shortcut Seduction

Israel’s Ministry of Absorption created several ads, aimed at the parents of Israelis living in the United States.  The point of the ads was to convince these parents that Israeli identity will be lost in the US and they ought to bring their children home.  

In one ad, Israeli grandparents are skyping with their children and granddaughter.  

Behind the grandparents is a lit Hanukkah menorah.  Grandma asks the little girl, “Do you know what holiday it is today?” and the little girl says, “Christmas.” 

The girl’s parents look at each other with sadness, and the grandparents look sad as well.  

The unseen narrator says the following:  “They will always remain Israeli.  Their children – no.  Help them return to Israel.” 

Another ad features a young couple coming back from a party.  The man sees his partner sitting next to a lit candle and says to her, assuming she’s interested in a romantic evening, “now I understand why you didn’t want to go to the party.”   Turns out she’s looking on her computer at a display for Yom Hazikaron, Israel’s Memorial Day. 

The unseen narrator says the following:  “They will always remain Israeli.   Their partners won’t always know what that means.” 

The ads caused a lot of controversy in the US. 

Of Forests, Trees and SAT's

Myopia is not just a problem for optometrists.  We suffer from it abroad and in our own backyard.  Among other things, it affects how men and women relate to one another and how children approach their responsibilities.  

I’ll start in Jerusalem and then bring it closer to home.  

There is a new campaign being launched in Israel today by the New Israel Fund.  As described in a recent Ha’aretz article, it seems that there are fewer and fewer pictures of women being displayed publicly in Jerusalem.

It isn’t just a lack of women in bathing suits we’re talking about; it’s fewer and fewer pictures of women altogether as advertisers are increasingly coming under pressure by ultra-Orthodox groups.

So the New Israel Fund decided to launch a campaign.  The campaign is called “women should be seen and heard.”  Specifically, it was started by a group dedicated to maintaining basic equality and tolerance in Jerusalem – a group calling themselves Yerushalmim, residents of Jerusalem.