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[{"key": "dc.contributor.advisor", "value": "Kyt\u00f6l\u00e4, Samu", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "M\u00e4kel\u00e4, Jarkko", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Posti, Tuomas", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-05-13T12:23:12Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-05-13T12:23:12Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2016", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/49777", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Varusteleka on suomalainen armeijaylij\u00e4\u00e4m\u00e4\u00e4n ja ulkoiluvarusteisiin erikoistunut yritys, joka on tunnettu omalaatuisesta markkinointityylist\u00e4\u00e4n. Varustelekan mainonta on saanut sek\u00e4 positiivista ett\u00e4 negatiivista palautetta, ja my\u00f6s viranomaiset ovat kommentoineet yrityksen toimintaa.\r\n\tT\u00e4m\u00e4n tutkielman tarkoituksena oli analysoida diskurssianalyysin keinoin kolmea tapausta, joissa eri tahot ovat kyseenalaiset Varustelekan mainonnan eettisyyden ja hyv\u00e4n tavan mukaisuuden. Tutkimuksessa selvitettiin alkuper\u00e4isten mainosten kyseenalaistettua sis\u00e4lt\u00f6\u00e4, sek\u00e4 yrityksen ja sit\u00e4 kritisoivien tahojen v\u00e4list\u00e4 julkista vuorovaikutusta. Analyysiss\u00e4 hy\u00f6dynnettiin kriittisen diskurssianalyysin l\u00e4hestymistapaa ja mainonnan diskurssiin keskittynytt\u00e4 tutkimusta\r\n\tAnalyysin tuloksina todettiin, ett\u00e4 aineiston mainontasis\u00e4lt\u00f6 sis\u00e4lsi satiirisia ja/tai humoristisia viittauksia aihepiireihin, jotka perinteisess\u00e4 tuotemainonnassa ovat v\u00e4ltettyj\u00e4. Tapauksia seuranneissa julkisissa vuorovaikutustilanteissa Varusteleka esiintyi m\u00e4\u00e4r\u00e4ysvaltaisella asenteella, haastaen hallitsevat mainontaan ja markkinointia s\u00e4\u00e4telev\u00e4t viranomaiset ja heid\u00e4n asenteensa.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Jarkko M\u00e4kel\u00e4 (jatamake) on 2016-05-13 12:23:12.065924. Form: Bachelor's thesis publishing form (https://kirjasto.jyu.fi/publish-and-buy/publishing-forms/bachelor-thesis-publishing-form). 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.group@korppi.jyu.fi) on 2016-05-13T12:23:12Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201605132544.pdf: 701779 bytes, checksum: 81269f249ac0bfed45f38dbbf057aa1d (MD5)\r\nlicense.html: 4470 bytes, checksum: 14f628506371f2dbd6cf60a5be0f9c51 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-05-13T12:23:12Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201605132544.pdf: 701779 bytes, checksum: 81269f249ac0bfed45f38dbbf057aa1d (MD5)\r\nlicense.html: 4470 bytes, checksum: 14f628506371f2dbd6cf60a5be0f9c51 (MD5)\r\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "30", "language": "", "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": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "discourse", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "advertising", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "critical discourse analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "CDA", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Varusteleka", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\"Unfounded bitchy nagging performed by fools\" : discourse analysis of Varusteleka's advertising", "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-201605132544", "language": "", "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": "Kandidaatintutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "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": "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": "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": "English", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Englannin kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2016-05-13T12:23:13Z", "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": "fi", "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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