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[{"key": "dc.contributor.advisor", "value": "Mika L\u00e4hteenm\u00e4ki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "M\u00e4ntynen, Sinimari", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-03-02T09:41:29Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-03-02T09:41:29Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2017", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1674722", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/53166", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tiivistelm\u00e4 \u2013 Abstract\r\n\r\nT\u00e4ss\u00e4 tutkielmassa tarkastelen suomalaisen lastenvaatevalmistaja Reiman tuotteiden mainontaa sek\u00e4 suomalaisessa ett\u00e4 ven\u00e4l\u00e4isess\u00e4 kulttuurisessa kontekstissa. Tutkin, millaisia asioita mainonnassa korostetaan, mill\u00e4 tavalla suomalaisuutta ja skandinaavisuutta tuodaan esille ja lis\u00e4ksi onko mainosteksteiss\u00e4 sis\u00e4ll\u00f6llisesti eroa, eli miten kulttuurierot n\u00e4kyv\u00e4t mainosteksteiss\u00e4. \r\n\r\nReima on toiminut Ven\u00e4j\u00e4n markkinoilla jo 1960-luvun puoliv\u00e4list\u00e4 l\u00e4htien ja on saavuttanut siell\u00e4 markkinajohtajan aseman. Yleens\u00e4 ottaen Reiman tuotteita vied\u00e4\u00e4n jo yli 30 maahan ja vuonna 2016 80% myynnist\u00e4 tulee Suomen ulkopuolelta. Ven\u00e4j\u00e4 on merkitt\u00e4v\u00e4 maa viennin kannalta, ja Reima on laajentanut toimintaansa sinne 2010-luvulla. Yrityksell\u00e4 on nykyisin oma myyntiorganisaationsa ja verkkokauppansa Ven\u00e4j\u00e4ll\u00e4.\r\n\r\nAnalysoin 24 mainosta, jotka kuuluvat Reiman verkkosivuilla olleeseen Lookbook-2015 \u2013 mainoskampanjaan. Menetelm\u00e4n\u00e4 k\u00e4yt\u00e4n diskurssianalyysi\u00e4 ja lis\u00e4ksi markkinoinnin ja mainonnan teorioita. Analyysi tapahtuu 4 diskurssin avulla: tuoteominaisuuksien diskurssi, ideaalisen lapsuuden diskurssi, skandinaavisen alkuper\u00e4n diskurssi sek\u00e4 mainonnan kulttuuristen erojen diskurssi.\r\nEnsimm\u00e4inen diskurssi esittelee Reiman tuotteiden eri ominaisuuksia, joiden perusteella yrityksen imagoon liitet\u00e4\u00e4n laadukkuuden lis\u00e4ksi lastenvaatteiden asiantuntijan sek\u00e4 teknologisen edell\u00e4k\u00e4vij\u00e4n k\u00e4sitteet. Toinen diskurssi luo kuvaa ideaalisesta lapsuudesta aktiivisena ja liikunnallisena, mitk\u00e4 ovat my\u00f6s t\u00e4rke\u00e4 osa Reiman imagoa. Kolmas diskurssi nojaa paljolti erilaisiin stereotypioihin skandinaavisuudesta ja suomalaisuudesta. Nelj\u00e4nness\u00e4 diskurssissa kulttuuriset erot n\u00e4kyv\u00e4t mainonnan kielenk\u00e4yt\u00f6ss\u00e4 ja suhtautumisessa lapsiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Sinimari M\u00e4ntynen (sihemant) on 2017-03-02 09:41:25.052078. 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.group@korppi.jyu.fi) on 2017-03-02T09:41:29Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201703021558.pdf: 19350368 bytes, checksum: 9387753c147be2ede3c8abb191960ffb (MD5)\r\nlicense.html: 4920 bytes, checksum: e82536192bf0813729ae2cc305c73d7d (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-03-02T09:41:29Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201703021558.pdf: 19350368 bytes, checksum: 9387753c147be2ede3c8abb191960ffb (MD5)\r\nlicense.html: 4920 bytes, checksum: e82536192bf0813729ae2cc305c73d7d (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (139 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": "rus", "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": "Reima (yritys)", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "country-of-origin effect", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Reklamirovanie produkcii Reima v finskih i russkih kul'turnyh kontekstah : diskurs-analiz reklamy internet-sajta reima.fi", "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-201703021558", "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": "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": "Ven\u00e4j\u00e4n kieli ja kulttuuri", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Russian Language and Culture", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.method", "value": "Diskurssianalyysi", "language": null, "element": "subject", "qualifier": "method", "schema": "dc"}, {"key": "dc.date.updated", "value": "2017-03-02T09:41:30Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"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": 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