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[{"key": "dc.contributor.advisor", "value": "Markkola, Pirjo", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lehtinen, Marika", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-02-19T18:53:43Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-02-19T18:53:43Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1466585", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/45380", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tiivistelm\u00e4 \u2013 Abstract\r\nT\u00e4ss\u00e4 tutkielmassa tarkoituksena on tarkastella perheen kuvaamista pula ja sota-ajan mainoksissa. Ihmisi\u00e4 kuvataan mainoksissa paljon ja samalla ne heijastavat oman kulttuurinsa ihanteita. Ty\u00f6n tarkoituksena onkin selvitt\u00e4\u00e4 millainen oli 1941\u20131944 lukujen ihanteellinen perhe eli millainen perhe oli tavoittelemisen arvoinen. Jatkosota ja jo sit\u00e4 edelt\u00e4nyt pula-aika muuttivat suomalaisia perheit\u00e4 suuresti. Sodan keskell\u00e4 ihmisilt\u00e4 vaadittiin aivan erilaisia ponnisteluita ja arkirutiineita kuin rauhan aikana. Miesten ollessa sotilaina rintamalla j\u00e4i kotirintaman teht\u00e4v\u00e4n naisten teht\u00e4viksi. T\u00e4m\u00e4 jo itsess\u00e4\u00e4n muutti perheen rakennetta ja sen erij\u00e4senten teht\u00e4vi\u00e4.\r\nAikaisemmassa tutkimuksessa on selvitetty sodan ja siit\u00e4 johtuvan pulan vaikutuksia kotirintamalla, sek\u00e4 kuvattu kotirintaman el\u00e4m\u00e4\u00e4. T\u00e4m\u00e4n tutkimuksen tarkoituksena on kuitenkin tarkastella perhett\u00e4 mainonnan n\u00e4k\u00f6kulmasta. Mainokset eiv\u00e4t kerro totuutta vaan kuvaavat ainoastaan aikansa ihanteita ja arvostusten kohteita. Tutkielmassa onkin tarkoitus selvitt\u00e4\u00e4 millaisia olivat ihanteelliset perheen \u00e4idit, is\u00e4t ja lapset. Kuvaan tutkielmassa perheenj\u00e4senten teht\u00e4vi\u00e4 ja erilaisia rooleja joita heill\u00e4 on sodan muuttamassa yhteiskunnassa. Tutkielman aineistona k\u00e4yt\u00e4n Kotiliesi lehte\u00e4, joka on erityisesti maaseudun perheille tarkoitettu aikakauslehti. Kotiliesi lehdess\u00e4 ilmestyneit\u00e4 mainoksia tulkitsen kokonaisuuksina joihin kuuluu sek\u00e4 kuva, ett\u00e4 teksti. Mainoksissa ne kuitenkin ovat erottamattomia osia toisistaan, ja ovat suunniteltu toisiaan tukeviksi.\r\nPerheen \u00e4idin roolia kuvattiin aineistossa eniten. Naisten rooli oli muuttunut kotirintamalla sodan alettua. Naisia pyrittiin mainoksien avulla neuvomaan kuinka pula-ajasta selvitt\u00e4isiin my\u00f6s kannustamaan neuvokkuuteen, oma-aloitteisuuteen ja rohkeuteen. Kotirintaman naisia pyrittiin ohjeistamaan ja kannustamaan oikeanlaiseen k\u00e4yt\u00f6kseen, vaikka pula-aika vaikeuttikin el\u00e4m\u00e4\u00e4 huomattavasti. My\u00f6s lapsia kannustettiin mainonnan avulla auttamaan perheit\u00e4\u00e4n heid\u00e4n ty\u00f6taakoissaan. Jatkosodan mainonnan lapset eiv\u00e4t leikkineet tai k\u00e4yneet koulua. He ty\u00f6skenteliv\u00e4t ja auttoivat vanhempiaan etenkin maatilant\u00f6iss\u00e4. Miehi\u00e4 mainoksissa esiintyi vain harvoin ja silloinkin yleens\u00e4 sotilaallisissa teht\u00e4viss\u00e4. Sota-ajalla miehille kuuluivat maanpuolustukselliset teht\u00e4v\u00e4t ja se n\u00e4kyi my\u00f6s mainoksissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Marika Lehtinen (manoalle) on 2015-02-19 18:53:43.243004. 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 2015-02-19T18:53:43Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201502191351.pdf: 617510 bytes, checksum: 3a2bbd4809866de0703bca5c6d90c3f4 (MD5)\r\nlicense.html: 4799 bytes, checksum: 9f29edb612978ecf6c73c4e6db47867a (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-02-19T18:53:43Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201502191351.pdf: 617510 bytes, checksum: 3a2bbd4809866de0703bca5c6d90c3f4 (MD5)\r\nlicense.html: 4799 bytes, checksum: 9f29edb612978ecf6c73c4e6db47867a (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (72 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": "Kotiliesi (aikakauslehti)", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Perhe 1941-1944 pula-ajan mainoksissa", "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-201502191351", "language": null, "element": "identifier", "qualifier": "urn", "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": 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"language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "jatkosota", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "toinen maailmansota", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "perhe", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "em\u00e4nn\u00e4t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "naiset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sotilaat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "lapsuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": 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