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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4nen, Sirpa", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Karhu, Annu", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2014-12-15T07:20:05Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2014-12-15T07:20:05Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2014", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1453745", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/44871", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Mainontaan suhtaudutaan usein melko v\u00e4linpit\u00e4m\u00e4tt\u00f6m\u00e4sti, eik\u00e4 sen vaikutusta yhteiskuntaan ja maailmankuvaamme v\u00e4ltt\u00e4m\u00e4tt\u00e4 huomata. Mainonnan rooli vallitsevien arvojen ja ihanteiden rakentajana ja yll\u00e4pit\u00e4j\u00e4n\u00e4 on kuitenkin merkitt\u00e4v\u00e4, sill\u00e4 mainonnan avulla on mahdollista tavoittaa suuri m\u00e4\u00e4r\u00e4 ihmisi\u00e4 hyvin pieness\u00e4 ajassa. Kohdemainonnan avulla mainonnan viestit kohdistetaan tietylle kuluttajaryhm\u00e4lle, mik\u00e4 mahdollistaa mainonnan tehokkaan r\u00e4\u00e4t\u00e4l\u00f6innin vastaamaan kohderyhm\u00e4n arvoja ja maailmankuvaa.\r\n\r\nT\u00e4m\u00e4n tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4, millaista nais- ja mieskuvaa amerikkalaisille j\u00e4\u00e4kiekon katsojille suunnattu kohdemainonta v\u00e4litt\u00e4\u00e4. Aineisto koostui 107 mainoksesta, jotka esiintyiv\u00e4t kolmen j\u00e4\u00e4kiekkoliiga NHL:n (National Hockey League) ottelun mainoskatkojen aikana maaliskuussa 2014. Yhteens\u00e4 mainokset sis\u00e4lsiv\u00e4t 70 naishahmoa ja 160 mieshahmoa, jotka t\u00e4yttiv\u00e4t koodaamiselle asetut kriteerit. Tutkimuksen t\u00e4rkeimp\u00e4n\u00e4 ty\u00f6kaluna k\u00e4ytettiin laadullista ja m\u00e4\u00e4r\u00e4llist\u00e4 sis\u00e4ll\u00f6nanalyysi\u00e4. Mainokset ja niiss\u00e4 esiintyv\u00e4t hahmot analysoitiin hy\u00f6dynt\u00e4en 22 kategoriaa, jotka muotoiltiin k\u00e4ytt\u00e4en pohjana Gillyn (1988) koodikehyst\u00e4. Tulosten raportoinnissa n\u00e4m\u00e4 22 kategoriaa jaettiin seuraavien kahdeksan p\u00e4\u00e4otsikon alle: 1) tuotekategoriat, 2) henkil\u00f6hahmojen n\u00e4kyvyys ja mainoksen taustaselostus, 3) roolit, 4) ulkon\u00e4k\u00f6 ja demografiset tekij\u00e4t, 5) siviilis\u00e4\u00e4ty ja seksuaalinen suuntautuminen, 6) ty\u00f6llisyys, 7) milj\u00f6\u00f6 ja 8) apu ja neuvo.\r\n\r\nT\u00e4ss\u00e4 tutkimuksessa havaittiin, ett\u00e4 amerikkalaiselle j\u00e4\u00e4kiekkoyleis\u00f6lle suunnatun mainonnan v\u00e4litt\u00e4m\u00e4 kuva naisista on melko yksipuolista, kun taas miesten kuvaamisessa on havaittavissa enemm\u00e4n monipuolisuutta. Mainokset sis\u00e4lsiv\u00e4t huomattavasti enemm\u00e4n mies- kuin naishahmoja ja esitetyist\u00e4 mainoksista k\u00e4vi ilmi, ett\u00e4 niiden oletettu kohderyhm\u00e4 on l\u00e4hinn\u00e4 mieskatsojat. Verrattaessa tutkimuksen tuloksia NHL:n katsojaryhm\u00e4n demografisiin piirteisiin huomattiin, ett\u00e4 mainosten kuvaamat ik\u00e4-, sukupuoli-, etnisyys- ja toimeentulojakaumat vastasivat hyvin NHL:n todellisen katsojakunnan piirteit\u00e4. Tutkimuksen tulokset tukivat monelta osin aiempia sukupuolta televisiomainonnassa tarkastelleita tutkimuksia. Yht\u00e4l\u00e4isyydet t\u00e4m\u00e4n ja aiempien tutkimusten tuloksissa osoittavat, ett\u00e4 vaikka sukupuolen kuvaus televisiomainonnassa on muuttunut jonkin verran viime vuosien ja vuosikymmenien aikana, on naisten ja miesten kuvaaminen edelleen melko perinteist\u00e4 ja osittain stereotypioiden s\u00e4vytt\u00e4m\u00e4\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Annu Karhu (anhekarh) on 2014-12-15 07:20:04.374330. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2014-12-15T07:20:05Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201412153500.pdf: 3056805 bytes, checksum: fa83517b3b15083dea4b2cec6ddbde95 (MD5)\r\nlicense.html: 4858 bytes, checksum: d47d2f79fea31fa78bf52ac5da12d6bf (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2014-12-15T07:20:05Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201412153500.pdf: 3056805 bytes, checksum: fa83517b3b15083dea4b2cec6ddbde95 (MD5)\r\nlicense.html: 4858 bytes, checksum: d47d2f79fea31fa78bf52ac5da12d6bf (MD5)\r\n Previous issue date: 2014", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (111 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": "eng", "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": "target advertising", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "gender", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ice hockey", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "qualitative content analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\"The world's worst cleaning lady\" : the portrayal of gender in commercials targeted at American NHL audiences", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Portrayal of gender in commercials targeted at American NHL audiences", "language": null, "element": "title", "qualifier": "alternative", "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-201412153500", 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