Κατεύθυνση Νεώτερη και Σύγχρονη Ελληνική Ιστορία
Library of the School of Philosophy

2017-02-16

2017

Faraos Dionysis

Δήμητρα Λαμπροπούλου, Λέκτορας, Ιστορίας και Αρχαιολογίας, Ε.Κ.Π.Α.

Διαφήμιση και καταναλωτισμός: Αναπαραστάσεις των καταναλωτικών προτύπων στην Ελλάδα 1958-1965

Greek

Advertising and consumerism: Representations of consumption standards in Greece during the years 1958-1965

The present paper approaches advertisements as representations of consumption standards in Greece during the years 1958-1965 with a view, in a first stage, to establishing any differentiations as to the type and volume of the items advertised in the printed media, at the beginning and the end of this period. What is more, in an attempt to carry out a more in-depth study of advertising during the said period, it is interesting to look into the position held by advertisements as well as the space they occupied in the newspapers and magazines at that time, as well as the types of products placed per medium. Lastly, the paper identifies, as far as possible, the audience targeted by the advertisements on the basis of age, social and gender criteria. The goal is to demonstrate whether and to what extent the advertisers connect the product with a particular social group, by integrating in the advertisements specific social and cultural codes as well as stereotypes.
Advertising becomes one of the main vehicles for the dissemination of new consumer goods and dominates the printed media of the time. Magazines and newspapers include, among their articles and reports, advertisements for electrical appliances, clothing stores, toothpastes, offers for travelling abroad, cars and many more. Advertising standards are shaped, setting the cultural codes of the time. Advertisements constitute, to a certain extent, indicator of the expectations set by several social groups in the post-war society of Greece as well as of whether they could be achieved in a time period that was highly charged ideology-wise and transitory at political and economic levels. The transformation of consumption is a turning point for the society of Greece at that time. Substantial impact is caused on the structures related to consumption and the economy both as a whole and in relation to separate sectors, thus leading to gradual changes, through which new social, accepted norms and consumption habits emerged.

History

Advertising, Consumerism, Consumption standards, Greece, 1958-1965,

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https://pergamos.lib.uoa.gr/uoa/dl/object/1328102