Tourism posters in the Yishuv era: Between Zionist ideology and commercial language

This study examines the complex national messages conveyed, both verbally and visually, in Zionist commercial advertisement posters produced in the Yishuv during the 1930s and 1940s. It focuses on posters promoting tourism and vacationing in Palestine, representing the growing perception of the country as an attractive destination for modern tourism that is not only religiously motivated. The posters are examined as historical documents that shed light on the ways in which the foundations of tourism in the country were laid and imbued with ideological meaning through the verbal and visual language of the posters. The article seeks to contribute to the study of Zionist visual culture in the Yishuv era by employing an interdisciplinary approach that combines textual-linguistic and contextual-historical analysis.