Advertising has always been an essential tool for promoting products and services, in the sense that it enhances their basic traits through the use of several techniques. Even though these techniques are as old as the art of advertising itself, they tend to evolve as time goes by, each time adapting to the demands of the present. The OTE Group Companies (Organization of Greek Telecommunications), and more particularly Cosmote S.A., are deeply interested in studying and decoding those advertisements which may succeed in presenting the traits of specific packages/ offers as beneficial to the potential client. Since 2010, as a rule, representations of Greekness - in other words, of the essence of being Greek - are predominant in this kind of advertisements, for that purpose, we will analyze meaningful Greekness. Typical Greek landscapes, the sea, the mountains with portrayals of the family and children usually following. Greek cuisine and diet tend to come in the third place, whereas specific architectural structures (such as churches or monuments) come in the fourth place, along with the image of the Greek flag. Traditional ceremonies (engagements, weddings), religion and festive traditions (Christmas, Easter) usually come next. A semiotic analysis of the afore-mentioned representations will attempt to focus on the ways in which Cosmote advertising succeeds in foregrounding communication as essential to every meaningful aspect of the client’s everyday life. Beauty, entertainment, speed and flexibility are also taken into consideration as being significant to infusing advertisements with a typical scent of Greekness.
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In-Text Citation: (Apidopoulou, 2020)
To Cite this Article: Apidopoulou, E. (2020). Representations of Greekness on multimodal material: The case of Cosmote Advertisements (2010 - 2018). Multilingual Academic Journal of Education and Social Sciences, 8(1), 38–51 (in Greek).
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