1. AMALIA ELEFTHERIADOU, AND THE QUESTION OF ADVERTIZING, 1950s -1970s (original) (raw)
Related papers
The Fugue of the Five Senses and the Semiotics of the Shifting Sensorium. Selected Proceedings from the 11 th International Conference of the Hellenic Semiotics Society, pp.234-253, 2019
This essay examines the significance of taste in post-war Greece through the history of advertisements in the Greek press. The research corpus consists of 850 ads, that appeared since 1945, which concern food and drinks. Semiology and frame analysis are used in order to find out the products which in each period/decade represented the basic desirable social and cultural qualities of taste in Greece. Taste became an important field of cultural distinction and intimacy in modern Greek society and organized a contradictory, yet complementary, semiosphere between a) health and satisfaction, b) motherly affection and children’s autonomous pleasure, c) family bonding and individualistic lifestyles, d) globalized experience and Greek uniqueness e) traditionalism/purism and technological modernization
Journal of Historical Research in Marketing, 2023
The purpose of this paper is to explore how conflict/war and its political economic and socio-cultural reflections influenced Turkish-Cypriot advertisements. It provides an analysis of the Turkish-Cypriot advertisements during 1940–1974, which was characterised by intermittent inter-ethnic armed conflict, to illuminate how they are related to the commercial, political, economic and socio-cultural unravelling of the era.
Greek political advertising in retrospect: a longitudinal approach
Communication Research Reports, 2019
Her research interests lie in the areas of Consumer Behaviour, Advertising, Neuromarketing and Social Media Marketing. Recent projects focus on the effectiveness of humorous advertising, the use and effectiveness of minimal advertising, consumer engagement in social media and the use of emotions in political communication. She has published her work in the International
A Gaze Through the Mirror: Advertising and History
Historians constantly struggle with the difficulties of decoding the signs of the times according to which certain segments of history are recognised, become specific and distinct from others. Driven by the desire to quench their intellectual curiosity and the need to find out the truth, they are forced to add, select, group, reject and doubt documents and facts, searching for fragments from which they will attempt to piece together the picture of a past time. This picture is always a more or less pale copy of the "original"-of a past reality, once consisting of an uncountable multitude of threads which linked the moments of each individual life, of a network which it is impossible to connect again in the same shape due to its unique complexity. The obsessive devotion to studying political, military or diplomatic history and the pyrotechnic effects which have always accompanied wrangles over land, power and riches still cause a sort of "night blindness" in members of the sect of worshippers of the muse Clio, preventing them from seeing all those "ordinary", transient phenomena which much less noticeably, but still persistently and strongly influence the forming of everyday human existence. The despised (past) "quotidian life" is much harder for the historian to get to, also because it appears in countless hard-to-grasp forms; to study it, a new heuristics, a new methodology and different thinking about the past are needed in order to "resuscitate" some slice of the erased quotidian life. Sources for this reconstruction and analysis cannot always be subjected to criticism in the way that the strict old rules made for reading and understanding classical sources demand. They are also more numerous and varied, they require adaptability in the researcher and count on the awakening of his inventiveness and imagination. Also, most "testimony" about past quotidian life is very flimsy: the nature of their function was not to last long and testify. Their short-lived utility, like some self-destructing "genetic code", determined in advance the fate of these sources chosen at the historian's will. All this certainly applies to advertising (of goods and services), too, as it can be seen as an interesting additional historical source for studying economic and social history. What made this "Champollionic" problem into the nightmare of researchers of the modern era is the selection and reading of these "codes" from the enormous quantity of new textual and visual material which multiplied daily at increasing speed. The explosion of media in this short century (whose fuse was carelessly lit by Guttenberg) brought down the dams which had held the flow of information at a perceptually more bearable level. Conversion of most of the world into consumers of goods and information was supported in an organised fashion since the beginning of the 19th century by the introduction of a discipline which would with its special language, iconography and rules of application influence the creation of a "sign system" according to which periods would be recognised. Advertising and advertisements would become a special kind of communication typical to modern societies. This universality and readability-put in the service of selling goods and ideas-influenced the shaping of quotidian life, but also the creation of a Utopian image, in our country, too, of the "wide world" from which all wonders come. Here, too, the establishing of advertising was connected to the creation of the modern bourgeoise as a sepsocial stratum capable of accepting (wether selectively or unselectively ia
The history of public relations in Greece from 1950 to 1980: Professionalization of the “art”
The early development of public relations in Greece is explored through a focus on the period between 1950 and 1980. Specifically, the, article considers the origins and early developments, important actors, international influences, professional bodies and the field of practice. It is found that Greek business public relations were greatly influenced by American practices and through influential practitioners’ contact with the International Public Relations Association (IPRA).