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Nikolaidou Eleni

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PhD candidates

PhD candidates

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Email

enikolaidou@uniwa.gr

Personal Web Site

https://www.beautifulpeople.com.gr/

 

 

Eleni Nikolaidou is a photographer, advertiser and educator, born in 1976 in Nuremberg, Germany, grew up in Thessaloniki, where she attended the photography courses of the Municipality of Stavroupolis at the age of 15.She studied Photography at the University of Athens and successfully completed the postgraduate program “Video Production, Audiovisual Media and Motion Graphics” of the Department of Photography and Audiovisual Arts. She also holds her PhD thesis in the field of Advertising Photography.After graduating she worked for many years as a photographer in photo studios and large advertising companies, participating in productions inside and outside of Greece. Since 2000 she created her own advertising company and photography studio BEAUTIFUL PEOPLE ADV. She creates and produces artistic and advertising photography, her works are presented in several magazines in the field both in Greece and abroad, while at the same time her work is rich in television (advertising) space. Finally, she is a certified adult trainer, working since 2004 as a teacher at D.I.E.K. Photography. She is an academic scholar of the Department of Photography and Audiovisual Arts at PADA in the field of Advertising Photography.At the same time, she publishes scientific articles and edits several exhibitions and albums of both colleagues’ and personal artistic works.

Doctoral Thesis Proposal Abstract
Subject: “The historical and sociological approach of advertising photography in Greece, 1960-2004”
 
The main purpose of the doctoral thesis is the historical and sociological approach to advertising photography in Greece, from the 1960s until the end of the 2004 Olympic Games. This particular period of time, which is linked to the great socio-economic and cultural changes, offers a rich field of analysis of the advertising image and the way it shaped the consumer consciousness of Greek society. The researcher, with extensive experience in the field of advertising photography, as a photographer, advertiser and educator in higher education, offers a multifaceted and penetrating approach, capturing her own knowledge and experience through the Greek reality. Through this approach, he submits the view that photography, as an advertising tool, does not only function as an image that promotes products, but also has a deeper sociological footprint that influences consumer behavior and societal values.
The evolution of the decades, from 1960 to 2004, reflects a Greece in complete reform, where increased consumption and the development of the mass media are combined with the emergence and prevalence of new consumption patterns. Advertising photography, initially timid and often limited to traditional depictions, gradually began to unfold through an artistic gaze that offered new narratives and interpretations of consumer reality. Over the years, advertising photography has emerged as an important form of cultural and sociological communication, as beyond the simple promotion of products, it captured the cultural trends and social values of the time.
The impact of advertising image on the consumer behavior of Greek society is now a fact, and this development is closely linked to socio-political changes and influences from the West, as Greece was in a phase of transition from the political and social upheavals of the post-war world to the modern era of the new millennium. Increased access to the media and the spread of television and the press have been the main drivers of the advertising image, accelerating the adoption of Western consumer patterns and creating new relationships between the consumer and the product.
This paper attempts a review that proves how the advertising image in Greece, at every stage of its development, has had a significant sociological impact. It examines how this image shaped values and consumption habits, while at the same time projecting the developing Greek society as a mirror of the cultural transformation that has taken place over the past sixty years.