| fullrecord |
[{"key": "dc.contributor.advisor", "value": "K\u00e4\u00e4nt\u00e4, Leila", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Piirainen-Marsh , Arja", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Malinen, Rosanna", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-13T05:59:18Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-13T05:59:18Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103495", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Huoli luonnosta ja sen kest\u00e4vyydest\u00e4 on kasvanut huomattavasti viime vuosikymmenien aikana, jonka vuoksi my\u00f6s kosmetiikkayritykset ovat joutuneet muuttamaan tai hiomaan markkinointitapojaan pysy\u00e4kseen kuluttajien suosiossa. Ekologisuudelle ja luonnon kest\u00e4vyydelle annetaan yh\u00e4 enemm\u00e4n arvoa, mik\u00e4 n\u00e4kyy erityisesti kosmetiikkabr\u00e4ndien kommunikoinnissa asiakkailleen ja t\u00e4ten my\u00f6s heid\u00e4n br\u00e4ndikuvassaan. Br\u00e4ndit pyrkiv\u00e4t n\u00e4ytt\u00e4ytym\u00e4\u00e4n ekologisina ja vastuullisina markkinoinnissaan ja hy\u00f6dynt\u00e4v\u00e4t t\u00e4h\u00e4n erin\u00e4isi\u00e4 keinoja. \n\nT\u00e4ss\u00e4 tutkimuksessa tarkastellaan, miten kosmetiikkabr\u00e4ndit Lumene ja Sand & Sky rakentavat kest\u00e4v\u00e4n kehityksen br\u00e4ndikuvaansa multimodaalisen viestinn\u00e4n avulla verkkosivuillaan. Tutkimuksessa sovelletaan multimodaalista kriittist\u00e4 diskurssianalyysi\u00e4 ekologisen kielen tutkimuksen n\u00e4k\u00f6kulmasta, ja analysoidaan sek\u00e4 tekstuaalisia ett\u00e4 visuaalisia elementtej\u00e4, jotka v\u00e4litt\u00e4v\u00e4t kest\u00e4vyyteen liittyvi\u00e4 viestej\u00e4. \n\nTutkimuksen tuloksista voi p\u00e4\u00e4tell\u00e4, ett\u00e4 molemmat br\u00e4ndit korostavat puhtauden, luonnon ja vastuullisuuden teemoja, hy\u00f6dynt\u00e4en yritysten sijainteja, eli Suomea ja Australiaa, vahvistaakseen kest\u00e4v\u00e4n kehityksen uskottavuuttaan asiakkaan silmiss\u00e4. Visuaaliset elementit, kuten kirkkaat vedet, mets\u00e4t ja auringonvalo, tukevat sanallisia viestej\u00e4 ja vahvistavat br\u00e4ndien kest\u00e4v\u00e4n kehityksen arvoja, kuten luonnon resurssien s\u00e4\u00e4st\u00e4mist\u00e4 ja tuotannon pit\u00e4mist\u00e4 vastuullisena. Analyysi paljastaa, ett\u00e4 sek\u00e4 suorat kest\u00e4vyyteen liittyv\u00e4t v\u00e4itteet ett\u00e4 hienovaraiset ymp\u00e4rist\u00f6viestit yhdess\u00e4 rakentavat kuluttajien luottamusta ja kuvaa yrityksist\u00e4 vastuullisina, ymp\u00e4rist\u00f6tietoisina toimijoina kosmetiikkateollisuudessa. Tutkimus korostaa multimodaalisten strategioiden merkityst\u00e4 kest\u00e4v\u00e4n kehityksen markkinoinnissa kauneusalalla. Multimodaaliset elementit yhdistettyn\u00e4 sanallisiin v\u00e4itteisiin vahvistavat v\u00e4itteit\u00e4 ja tukevat sit\u00e4 kuvaa, jonka yritykset tahtovat itsest\u00e4\u00e4n esitt\u00e4\u00e4. Mielenkiintoinen jatkotutkimusaihe omalle tutkimukselleni olisi tutkia itse kuluttajien n\u00e4kemyksi\u00e4 br\u00e4ndien vastuullisuudesta, ehk\u00e4p\u00e4 kyselytutkimuksen merkeiss\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2025-06-13T05:59:18Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-13T05:59:18Z (GMT). No. of bitstreams: 0\n Previous issue date: 2025", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "44", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "sustainability", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "CDA", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "MCDA", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ecolinguistics", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kriittinen diskurssianalyysi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ekolingvistiikka", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndikuva", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndimarkkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sustainability communication in brand image construction : a case study of Lumene and Sand & sky", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506135309", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": null, "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": null, "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Englannin kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "English", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": "fi", "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vastuullisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "imago", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kest\u00e4v\u00e4 kehitys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
|