Droste effect

Etymology
From the image used on Droste cocoa powder, one of the main Dutch brands, of a nurse carrying a serving tray with a cup of hot chocolate and a box with the same image. The company was founded by Gerardus Johannes Droste in 1863.

Noun

 * 1) The effect of a picture appearing within itself recursively, so that the inner picture contains another even smaller picture, and so on.