Opinions on Ads Targeting Israeli Expats - Pro and Con
Opinions on Ads Targeting Israeli Expats - Pro and Con


Note: A full selection of the ads can be seen at: http://thelede.blogs.nytimes.com/2011/12/02/american-jews-angered-by-israeli-ads-aimed-at-luring-expats-home-from-u-s/

Oped on the issue: http://www.israelnationalnews.com/Articles/Article.aspx/10948

News article: \/News/News.aspx/150487

Article I: Ads Targeting Israeli Expats Strike a Nerve

By Daniel Perez

Last week, Israeli Prime Minister Binyamin Netanyahu terminated a controversial ad campaign by the Ministry of Immigrant Absorption, aimed at Israeli emigrants to the United States. The ADL called the ads “heavy-handed” and “demeaning.” Jeffrey Goldberg of The Atlantic decried the notion that a Jew concerned about the Jewish future should live in Israel as “archaic” and “chutzpadik.” And so I find myself asking: Why’d they stop?

What kind of Jew, realizing he has struck a chord with his listener, suddenly stops arguing? It’s bizarre, if you stop to think about it.

The answer, of course, is simple. The Israelis don’t want to bite the hand that feeds them. The ads were interpreted by some in the U.S. as showing contempt for American Jews. One such ad shows an Israeli woman observing Yom Hazikaron (Israel’s Memorial Day), when her oblivious American boyfriend strolls in, perplexed by her somber mood. The narrator then explains that “they” will never understand what it means to be Israeli. Now, I see how that could be offensive to some. But what really fascinates me is the indignant knee-jerk reaction by American critics.

Many of my countrymen are complaining that this new Israeli PR offensive is essentially warning Israelis that they will assimilate if they marry American Jews like the guy in the ad. And so I find myself asking: Who says the guy is Jewish?! With no external indicators, and nothing in the dialogue to suggest Jewishness, how can you assume the guy is Jewish at all? (For his part, Mr. Goldberg describes the character is a “slightly-adenoidal, goateed young man (who, to my expert Semitic eye, is meant to represent a typical young American Jew).” For someone so sensitive to stereotypes, he sure is good at throwing them around.

But I think I’ve identified the crux of the problem, here. You see, these ads are confrontational, and in a way, accusatory. And for an intelligent, rational person (and I’m giving Mr. Goldberg and his peers the benefit of the doubt here) to be so quickly, and viscerally offended by an accusation, the accusation generally falls into one of two categories. Either it’s egregious in both its falsehood and severity—e.g. blood libel—or, there is contained within the accusation at least a kernel of truth; one that it pains the listener to hear. Since these two possibilities are mutually exclusive, one cannot necessarily determine the veracity of an accusation based on the reaction of the accused. But let’s zero in just on the (perceived) accusation in question. Is an Israeli, in a non-Jewish land, with a non-Israeli (or non-Jewish) significant other, likely to assimilate? Are their future children more likely to get excited over Christmas than Chanukah?

The answer of course is yes! A thousand times yes! Well, yes, with an “if.” A secular Israeli Jew is Jewish by inertia. They’re in a Jewish country, with a Jewish culture, speaking a Jewish language. When a person moves from one country to another, they naturally adapt to (i.e. assimilate) certain aspects of the society in which they find themselves. That’s not a dig at Israelis – it’s a fact about human nature. People adapt to their surroundings.

The above is why Jews come in so many different flavors. There is something distinctly Syrian about Syrian Jews, Polish about Polish Jews, and American about U.S. Jews. That’s not to say that a Jew in any given country is indistinguishable from his gentile compatriots. Rather, Jewish civilization developed organically alongside the rest of humanity, and an exchange of ideas and aesthetics has taken, and continues to take place. And hey, variety is the spice of life – just so long as that spice is kosher-certified.

But why suggest that an Israeli who moves into the American galut becomes assimilated, rather than just becoming an American Jew? That, my friends, is what we call a self-answering question.

Granted, there are Israelis who come to this country who maintain a proud, strong Israeli/Jewish identity. But the ads aren’t talking about every individual Israeli Jew, per se. It’s a numbers game.

Those with the best odds are the ones who cling to Hashem and His Torah. Simply put, it’s what has kept Jews Jewish throughout the millennia.

But will Jewish observance keep Israelis Israeli? Will a strong sense of Israeli identity be manifest in their American-born grandchildren? No! Haven’t you been paying attention? Any Israeli who expects to maintain a strong (minority) national identity beyond their own generation in a foreign land on the basis of a secular culture needn’t hold their breath. Similarly, if I pack my bags and go start a new life in Paris, my future grandkids are going to turn out French whether I like it or not. It’s the natural consequence of pulling oneself out of his or her homeland by the roots, and replanting oneself elsewhere.

The message proclaimed by the Israeli ads wasn’t politically correct. It wasn’t polite. But it did underscore a certain fundamental truth that makes a lot of liberal Jews very uncomfortable.

Can one be Israeli in America? Yes, but don’t expect your grandkids to be.

 Can one be Jewish in America? Absolutely. Will that Jewishness endure? Not without Torah. Need proof? Look at American Jewry! There’s a reason that of all Jewish sects, only the orthodox are increasing in numbers. 

Article II: Are Jews Better Off in Israel?

By Spengler

Israel's immigration ministry stopped running television ads exhorting Israelis living in America to come home after American Jewish organizations complained, the New York Times reported December 2:

One video advertisement shows a Jewish elderly couple distraught that their Israeli granddaughter in the United States thinks Hanukkah is Christmas. Another shows a clueless American boyfriend who does not get why his Israeli expatriate girlfriend is saddened on Israel's memorial day. A third shows a toddler calling "Daddy! Daddy!" to his napping Israeli expatriate father, who finally awakens when the child switches to Hebrew: "Abba!"

"While we recognize the motivations behind the ad campaign," the Jewish Federations remonstrated in a December 1 statement, "we are strongly opposed to the messaging that American Jews do not understand Israel. We share the concerns many of you have expressed that this outrageous and insulting message could harm the Israel-Diaspora relationship." The Jewish organizations complained after a liberal blogger, Jeffrey Goldberg of the Atlantic Monthly, denounced the ads.

The message that Jewish life in America is deficient is "outrageous" and "insulting", to be sure, but it has a single redeeming quality, namely truth. The vehemence of the official Jewish response to the Israeli advertisements betrays a guilty conscience: Jewish life in America is dying, as the same Jewish organizations warn in ever-gloomier studies of Jewish demographics. It seems inconsistent of the Jewish organizations to bewail the inexorable decline of American Jewish life on one hand, and condemn the Israelis for pointing to their manifest achievements in sustaining Jewish life.

The tragedy is that Jews have stopped being Jews because America has stopped being America. The Pilgrim Fathers founded the Massachusetts Bay Colony in conscious emulation of the people of Israel, undertaking a new Mission in the Wilderness to found a new Chosen People in a New Promised Land. From this emerged what Abraham Lincoln called an "almost-chosen people", a secular and democratic nation defined by the biblical concept of covenant.

Mainstream American culture holds in contempt the idea of a divine grantor of rights who has established individual freedom beyond the prerogative of any government to impinge. For the minority who understand the American founding as a continuation of the covenant of Mount Sinai, the survival of the Jewish people is proof that God's promises never attenuate; for mainstream culture, the Jews are a curious remnant of antique superstition. That is how most American Jews see the matter, and that is why most of them do not much trouble to be Jewish.

In principle, Jewish life should flourish in the United States. As Eric Nelson of Harvard demonstrated in his 2010 book The Hebrew Republic, the political theory by which America was founded drew on post-biblical rabbinic sources. Nowhere (except in the State of Israel) should Jews feel more at home than in America, whose founding drew on their classical sources.

Sadly, American Jews stand out as a horrible example of demographic failure. In the United States, secular and loosely affiliated American Jews, that is, the vast majority, have the lowest fertility rate of any identifiable segment of the American population.

As I wrote in my book How Civilizations Die (and Why Islam is Dying, Too):

''Nowhere is the fertility gap between religious and non-religious more extreme than among American Jews. As a group, American Jews show the lowest fertility of any ethnic group in the country. That is a matter of great anguish for Jewish community leaders. According to sociologist Steven Cohen, "We are now in the midst of a non-Orthodox Jewish population meltdown. ... Among Jews in their 50s, for every 100 Orthodox adults, we have 192 Orthodox children. And for the non-Orthodox, for every 100 adults, we have merely 55 such children."

Half of the non-Orthodox children, moreover, marry non-Jews, and very few children of mixed marriages will remain Jewish. As Reform Rabbi Lance J Sussman wrote in 2010, "With the exception of a number of Orthodox communities and a few other bright spots in or just off the mainstream of Jewish religious life, American Judaism is in precipitous decline ... the Reform movement has probably contracted by a full third in the last ten years!"

In Israel, by contrast, the Jewish fertility rate stands at around 3 children per female, by far the highest in the industrial world. Aside from the ultra-Orthodox minority, which has seven or eight children, the non-Orthodox Jewish fertility rate is around 2.6 children per female.

Jewish Fertility by Religious Current: Average Number of Children per Woman

Ultra-Orthodox  6.72     Modern Orthodox  3.39    Conservative  1.74      Reform  1.36      Secular 1.29

Source: Anthony Gordon and Richard Horowitz, National Jewish Population Survey (2000)

Israel's Jews identify with Jewish nationality more than American Jews, but they also observe the Jewish religion more than their American cousins. Daniel J Elazar of the Jerusalem Institute for Public Affairs observes:

Israel's Jews are not divided into two groups but into four: ultra-orthodox, religious Zionists, traditional Jews, and secular. Some 8 percent are ultra-Orthodox. These are the strangely (to Western eyes) garbed, black hatted Jews who are featured in all the pictures, despite the fact that they represent only 8 percent of Israel's Jewish population. Another 17 percent are religious Zionists... similar to the modern or centrist Orthodox Jews in the diaspora, partaking of most or all aspects of modern civilization, except that they maintain Orthodox observance of Jewish religious law and tradition. The third group consists of the vast majority of Israeli Jews, some 55 percent, who define themselves as "traditional." ... They cover the whole range of belief and observance from people of fundamentalist belief and looser practice to people who have interpreted Judaism in the most modern manner but retain some of its customs and ceremonies.

Most Israeli Jews are not secular, but are partially observant. In a Jewish state where everyone speaks Hebrew, public school students have 12 years of Bible study, and Jewish holidays also are official holidays, it is easy to maintain a loose affiliation to Jewish observance. In the United States, nothing but the comprehensive commitment of Orthodox life sustains the Jewish community over the long term.

If present trends continue, Orthodox Jews will form the majority of a much-diminished American Jewish presence within a generation or two. And it is the Orthodox who identify most with the State of Israel; their children often spend a year at an Israeli yeshiva before college, and many serve in the Israeli army. None of the Orthodox organizations seem to have objected to the expat-come-home videos, and for good reason: living in the land of Israel is one of the most important commandments, and the Orthodox respect those who observe it.

On reflection, American Jews should reconsider their umbrage at Israel's Immigration Ministry. Their own organizations are painfully aware that loosely affiliated Jews of all shadings are falling away from the Jewish community, failing to bring enough children in the world to replace their existing numbers, and failing to raise them as Jews.

The controversial videos, in short, did nothing to insult American Jews. But the fact is that the Israelis run circles around their American co-religionists. One sees this in their accomplishments in a number of fields, for example, classical music, about which I know a bit.

Last year, I spent some time in Israel for The Tablet, a Jewish webzine where I write music criticism, to investigate the improbable success of Israelis in the classical music world. At New York's Mannes Conservatory, where I taught music theory a generation ago, there always seem to be one or two Israelis among the top 10 pianists - but rarely an American. The others are mostly Asian or Eastern European. Considering that China alone has more than 30 million piano students, five times' Israel's Jewish population, the Israelis punch 10 times above their weight.

Two generations ago, half of American music students, perhaps, were Jewish. Americans today, Jews included, lack the drive and discipline to practice eight hours a day. Not so the Israelis. The head of the piano department at the Tel Aviv Conservatory, Tomer Lev, explained why:

This country, its existence, its continuity cannot be measured by realistic and rational gauges. Everything that happens here has a component of a miracle. The way people think here is not completely rational. It's a very interesting blend of rational modern thinking and quasi-religious mystical thinking. People here take the risk of trying a musical career even if they know on a rational basis that there's little money and security. Taking risks in Israel is part of life. You are taking a risk simply to live here.

 Life in Israel is perhaps too intense. Art creates an outlet to this intensity. For sensitive people, the artistic outlet is a necessity; you need it or you go crazy. And we are a society of individualists, perhaps the most individualistic in the world, perhaps to an extreme. In such an atmosphere, the individual spirit has a great deal of freedom to be unique, to be special, not to be suppressed.

After interviewing a cross-section of Israel's top musicians, I concluded, "The sense of a future in Western classical music evokes the basic emotions with which human beings regard the future, namely hope and fear. When Israeli musicians speak of performing with a sense of risk, they mean the capacity to sustain hope in the presence of fear. It takes a certain kind of personality to do this on the concert stage, with all the attendant artistic and technical demands. Israel, whose existential premise is the triumph of hope over fear, incubates a disproportionately large number of musicians with this sort of personality."

Of course, music is only a small corner of Israeli life. As I wrote earlier in this space, Israel today occupies the position of the Dutch Republic during the Thirty Years War. It is the most entrepreneurial economy in the world. The 2009 bestseller Start-Up Nation by Dan Senor and Saul Singer asked, "How is it that Israel - a country of 7.1 million, only 60 years old, surrounded by enemies, in a constant state of war since its founding, with no natural resources - produces more start-up companies than large, peaceful, and stable nations like Japan, China, India, Korea, Canada and the UK?"

Israelis grow up with a sense of urgency for excellence; in their neighborhood, First Prize is the chance to compete for First Prize once again, and Second Prize is, you're dead. American Jews live under no threat whatever; having made good in America, they have all the room in the world for indolence and self-deception.

Whatever the Jews are, they are not stupid, and American Jews knew perfectly well in 2008 that the Republican candidate, Senator John McCain, was a more reliable supporter of Israel's security than Barack Obama. Yet 78% of American Jews voted for Obama, in part because the liberal social agenda mattered more to them, and in part because they continued to believe in the Rabin-Arafat handshake long after the Israelis had written it off. (Audience: If you believe in the Peace Process, clap your hands!)

Liberalism is a self-liquidating proposition, and there are no liberals like Jewish liberals, who are a soon-to-be-endangered species. The sad thing is not that the liberal leadership of American Jewish organizations is complaining about Israel, but that they won't be around much longer to complain about anything.

Spengler is channeled by David P Goldman, the author of How Civilizations Die (And Why Islam is Dying Too), published in September by Regnery. His collection of essays from First Things magazine and Asia Times Online, It's Not the End of the World - It's Just the End of You (Van Praag) also appeared in


by Ronn Torossian

Israel has made stupid and ineffectual public relations moves repeatedly over the years – but this week’s series of advertisements which aired in Hebrew on American satellite TV stations targeting Israelis living in the US really takes the cake in terms of stupid PR moves.

The message of these advertisements isn’t one which Israelis would find controversial - and one which nearly every Israeli living in America would identify with – Israel’s immigration ministry launched a campaign urging Israelis to return to live in Israel to not further assimilate.

Nevertheless, private family discussions aren’t necessarily something the world is meant to see. Being right isn’t always enough.

Following tremendously negative media coverage worldwide (which will further position Israel – wrongfully – as racist), Prime Minister Netanyahu ordered that the ads be yanked "immediately".  The damage has already been done – and it’s a shame that this message is being told in media outlets worldwide.

One of the ads shows an American boyfriend "understanding" why his Israeli girlfriend (Dafna) wanted to stay in, as he sees her hunkered-down in front of the computer setting the mood with soft music and a candle. His comment to her is ignored, as the camera zooms in on her looking at a website commemorating Israel's Memorial Day. The narrator says in Hebrew: "They will always be Israelis but their partners won't understand. Help them return to Israel." Another of the ads said “Before Abba Turns Into Daddy, it’s time to come back to Israel.” A full selection of the ads can be seen at: http://thelede.blogs.nytimes.com/2011/12/02/american-jews-angered-by-israeli-ads-aimed-at-luring-expats-home-from-u-s/

Lets accept the fact that American Jews and Israel are very different people – living worlds apart from one another – and there’s very few Israelis who don’t feel some level of guilt at living in the Diaspora. I know many Israelis of all ages who live in the US – and nearly all of them feel some level of guilt at living in the US – and nearly all of them are concerned about their kids assimilating. They read Israeli papers, generally speak Hebrew at home and are quite connected to the country.

They don’t need the Israeli government sending them any messages – and if the government wants them hearing that message, why not do it in another manner?

Owning 1 of the largest US Public Relations firms, I (and many others) would have assisted the Israeli government in finding an American Jewish group, Israeli newspaper, or lobbying group which would have run the advertisements without the need for the “Israeli government” to officially sanction it. 

Just as in war there is a need for covert operations, so too must the Israeli government learn and understand the importance of being discrete at times – what was gained, other than awful publicity for the government to stand up and endorse this campaign?  Frankly it was pure stupidity.

American Jews provide financial and political “air cover” to Israel – and the American people are friendly to Israel – they don’t need to hear every single “family” discussion – nor should they. For the Israeli government to sanction such advertisements was absurd and ridiculous.  In the world of crisis PR, Israel yet again failed miserably.