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[{"key": "dc.contributor.author", "value": "Paakkolanvaara, Juha", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2011-05-09T07:12:32Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2011-05-09T07:12:32Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2011", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1158348", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/26924", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vuoden 2009 marraskuussa Veikkaus Oy uudisti Jokeri-veikkauspeli\u00e4\u00e4n. Kolmekymment\u00e4vuotias peli koki historiansa laajimman uudistuksen, kun yritys teki muutoksia niin Jokeri-pelin pelitapaan, voitonjakoon, hintaan kuin palautusprosenttiinkin. Lis\u00e4ksi Jokerin tv-arvontal\u00e4hetys muuttui viihteellisemm\u00e4ksi uuden studion sek\u00e4 pelille maskotiksi luodun ja tv-arvontal\u00e4hetykset juontavan Jokeri-hahmon my\u00f6t\u00e4. Uudistusten mainostamista ja uuden Jokeri-hahmon esittely\u00e4 varten luotiin n\u00e4kyv\u00e4 mainoskampanja, joka oli Veikkauksen vuoden 2009 p\u00e4\u00e4kampanja.\n\nT\u00e4m\u00e4n Pro gradu -tutkimuksen kohteena on Veikkauksen Jokerin paluu -mainoskampanjan mainoselokuva Return of the Joker sek\u00e4 kaksi mainoskampanjan mainoskuvaa, joita on k\u00e4sitelty analysoimalla ja tulkitsemalla niiden visuaalista kerrontaa sek\u00e4 niist\u00e4 ilmenevi\u00e4 mielikuvia ja merkityksi\u00e4. Mainoselokuvan lajityyppi ja sille luonteenomaisten piirteiden analysointi elokuva-analyysi\u00e4 ja narratologista tulkintamallia soveltaen ovat keskeisess\u00e4 osassa tutkimusta. Lis\u00e4ksi on perehdytty mainoskampanjassa esitellyn uuden Jokeri-hahmon kautta eurooppalaiseen narriperinteeseen ja narrin syvemp\u00e4\u00e4n kulttuuriseen merkitykseen. N\u00e4k\u00f6kulma tutkimukseen on hermeneuttinen ja tutkimus on luonteeltaan laadullinen.\n\nVeikkauksen Jokerin paluu -mainoskampanjan mainoskuvien, Return of the Joker -mainoselokuvan sek\u00e4 Jokeri-arvontal\u00e4hetysten perusteella Veikkauksen uusi Jokeri-hahmo voidaan luokitella eurooppalaisen narriperinteen jaotteluiden mukaan niin pelleksi kuin viisaaksi narriksikin. H\u00e4nt\u00e4 voidaan luonnehtia er\u00e4\u00e4nlaiseksi narrihybridiksi, nykyaikaisen stand up -koomikon ja perinteisen hovinarrin yhdistelm\u00e4ksi, johon on viitan ja naamion avulla lis\u00e4tty my\u00f6s nuorisoon vetoavaa supersankarimaista ilmett\u00e4.", "language": null, "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Juha Paakkolanvaara (jupaakko) on 2011-05-09 07:12:27.357737. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2011-05-09T07:12:31Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-2011050910766.pdf: 7508858 bytes, checksum: e90b9fcf814eeef2decfcb6d613a662c (MD5)\nlicense.html: 5109 bytes, checksum: 22a84e2f53bd4b50969b205405a712f6 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2011-05-09T07:12:32Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-2011050910766.pdf: 7508858 bytes, checksum: e90b9fcf814eeef2decfcb6d613a662c (MD5)\nlicense.html: 5109 bytes, checksum: 22a84e2f53bd4b50969b205405a712f6 (MD5)\n Previous issue date: 2011", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "[66] sivua", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Veikkaus (yhti\u00f6)", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Narri Veikkauksen mannekiinina : Veikkauksen Jokerin paluu -mainoskampanjan visuaalinen kerronta ja uuden Jokeri-hahmon yhteydet eurooppalaiseen narriperinteeseen", "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-2011050910766", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taiteiden ja kulttuurin tutkimuksen laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Art and Cultural Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Taidehistoria", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Art History", "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.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "310", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "narrit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainoselokuvat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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