Aha! The ad infinitum/self-referencing picture series apparently does have a name, at least in Dutch.The Dutch chocolate maker Droste is famous for the visual effect on its boxes of cocoa. The image contains itself on a smaller scale. This is called the "Droste effect" in any good Dutch dictionary.The Velveeta Cheese box, and the Land O'Lakes Butter carton are other examples.
Some more info (and a cool animation) here. Escher is well known for these effects.
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