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[{"key": "dc.contributor.author", "value": "Sir\u00e9n, Milla", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2013-05-29T14:28:38Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2013-05-29T14:28:38Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2013", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/41634", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kuluttajan suhtautuminen mainosmusiikkiin rakentuu monimutkaisessa prosessissa, jossa on mukana useita muuttujia. Tutkimus k\u00e4sittelee erityisesti kahta suhtautumisen osatekij\u00e4\u00e4, musiikin ja mainoksen yhteensopiviksi kokemista ja musiikista pit\u00e4mist\u00e4, sek\u00e4 niiden roolia suhtautumisen muotoutumisprosessissa.\r\n\r\nTutkimusmetodina on puolistrukturoitu teemahaastattelu. Haastattelun osana haastateltavat n\u00e4kiv\u00e4t nelj\u00e4 erityylist\u00e4 musiikkia sis\u00e4lt\u00e4v\u00e4\u00e4 mainosta, joiden onnistumista (tai ep\u00e4onnistumista) he arvioivat. Tulokset viittaavat siihen, ett\u00e4 kokemus yhteensopivuudesta vaikuttaisi pit\u00e4mist\u00e4 enemm\u00e4n mainosmusiikkiin suhtautumiseen. Positiivisimmin kuluttaja n\u00e4ytt\u00e4isi suhtautuvan mainoksiin, joihin musiikki sopii kohtalaisesti mutta ei t\u00e4ydellisesti, koska t\u00e4ll\u00f6in kuluttaja joutuu ratkaisemaan mieless\u00e4\u00e4n jonkin pienen ristiriidan.\r\n\r\nTutkimustuloksista ja aiemmasta tutkimustiedosta ilmi k\u00e4ynyt suhtautumisen prosessinomaisuus perustelee toiston tarpeellisuutta mainonnassa. My\u00f6nteisen suhtautumisen saavuttamiseksi mainostajien tulisi pohtia tarkkaan mainoksen ja musiikin yhteensopivuutta. Aivan jokaista kuluttajaa sen sijaan voi olla vaikeampi miellytt\u00e4\u00e4 musiikkivalinnalla, mutta musiikista pit\u00e4minen saattaakin liitty\u00e4 ennemmin mainostettavan br\u00e4ndin vetoavaksi kokemiseen kuin mainoksen hyv\u00e4n\u00e4 pit\u00e4miseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Milla Sir\u00e9n (mikasir) on 2013-05-29 14:28:37.839476. Form: Kandin tutkielma -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/kandin-tutkielma-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 2013-05-29T14:28:38Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201305291842.pdf: 537913 bytes, checksum: 418783e49a327e5100fe74dae7ea3b1d (MD5)\r\nlicense.html: 5100 bytes, checksum: 082e11a7d22c4bb4245b3f8de6ffbbaa (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2013-05-29T14:28:38Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201305291842.pdf: 537913 bytes, checksum: 418783e49a327e5100fe74dae7ea3b1d (MD5)\r\nlicense.html: 5100 bytes, checksum: 082e11a7d22c4bb4245b3f8de6ffbbaa (MD5)\r\n Previous issue date: 2013", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "47", "language": "", "element": "format", "qualifier": "extent", "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": "musiikillinen kongruenssi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "musiikista pit\u00e4minen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mainosmusiikki", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sopivaa musiikkia vai suosikkimusiikkia? : musiikin ja mainoksen yhteensopiviksi kokemisen sek\u00e4 musiikista pit\u00e4misen rooli televisiomainoksen musiikin arvioimisessa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201305291842", "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": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatintutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "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": "Musiikin, taiteen ja kulttuurin tutkimuksen laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Music, Art and Culture 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": "Musicology", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Musiikkitiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2013-05-29T14:28:38Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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