The IDF also issued releases with English plays on words, such as this commentary on Hamas' breaking a ceasefire:
Israeli public affairs doesn't just look Western. Many of its spokespeople are in fact English-speaking Westerners (Anglos). The IDF's International Media spokesman, LTC Peter Lerner, is British by birth. Mark Regev, the Prime Minister's spokesman, hails from Australia. Prime Minister Binyamin Netanyahu himself spent time in the US and speaks perfect English, as does haBayit haYehudi party leader Naftali Bennett and prominent Likud leader Danny Danon.
Israel's extensive Anglo outreach is helpful in reaching and resonating with many supporters in the West. It is so effective, in fact, that Palestinian activists have criticized media outlets for hosting Israelis fluent in English while hosting Arabic speaking Palestinians. But there is an important tradeoff: In affiliating with the West, Israel is no longer seen as an "other."
In general, not being seen as the "other" is a good strategy. People are more likely to associate with those like them, and to support Israelis who look and speak like they do. At the same time, Israel's close affiliation with the West entrenches perceptions of the country as the "fifty-first state" of the United States. When people who sound and look like Westerners make statements Westerners disagree with, it creates cognitive dissonance. It generates a feeling that Israel is misrepresenting the West's values. It entrenches the perception that Israelis are immigrants and settlers on indigenous Palestinian land. It also broods frustration that Israel "ought to know better" than to take action some in the West find questionable.
In reality, Israel's security challenges are unique among Western states. No Western country faces constant barrages of rocket attacks, an ever-existent threat of an intifada, and close international scrutiny (though not always consequences) for any security action it takes. One would be hard pressed to find a Western state that, if in Israel's situation, would react with the same level of caution. Of course, this level of caution did not stop the deaths of over 2,000 Palestinians and the injury of thousands more in Gaza. It has not, to date, resulted in the end of severe restrictions on freedom of movement or the daily humiliation of checkpoints. However, the terms under which Israel conducts security policy are very different from those of the West and need to be understood in that context.
Given that this is the case, Israel must to walk a fine line between portraying itself as Western, and affiliating so much with the West that people forget that its circumstances are different. This shift does not requires a sea change, rather a calculated adjustment in strategy. The interview below with an soldier from the IDF's Youtube channel does a good job of finding that balance. The soldier is not an Anglo but rather a Hebrew-speaking Israeli. His basic respect for civilians as a soldier sounds more genuine in Hebrew than coming from a polished Anglo spokesperson. His testimony (translated with some liberty, and including some obvious IDF talking points) evokes that of Western soldiers in Iraq and Afghanistan and his testimony humanizes the IDF.
Most importantly, the video invites the viewer to empathize with the soldier while recognizing the existence of a cultural and national difference. This recognition likely makes the viewer more willing to entertain, if not accept, points of view not perfectly resonant with her own.