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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": "Myllyl\u00e4, Kati", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-08-21T09:56:45Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-08-21T09:56:45Z", "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:1719705", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/55147", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Mainosten representaatiot vaikuttavat k\u00e4sitykseemme itsest\u00e4mme ja muista. Vaikka mainontaa on tutkittu laajasti, lapsia ja mainontaa on tutkittu l\u00e4hinn\u00e4 siit\u00e4 n\u00e4k\u00f6kulmasta, millaisia mainoksia lapsille on suunnattu tai miten mainonta vaikuttaa lapsiin. T\u00e4m\u00e4n tutkimuksen tarkoituksena on tarkastella lasten representaatiota aikuisille suunnatuissa mainoksissa. Lis\u00e4ksi halutaan selvitt\u00e4\u00e4 ovatko mainokset muuttuneet vuosien aikana.\r\n\r\nTutkimuksen aineistona ovat Time-lehden vuosikerrat 1994, 2004 ja 2014. Aineistossa on kaiken kaikkiaan 80 erillist\u00e4 mainosta, joiden pohjalta tyypillinen representaatio luotiin. Kyseisin\u00e4 vuosina mainosm\u00e4\u00e4r\u00e4t aikaj\u00e4rjestyksess\u00e4 olivat: 19, 37 ja 24.\r\n\r\nTeoreettinen viitekehys pohjautuu vahvasti Kress ja van Leeuwenin visuaaliseen kielioppiin. Visuaalisen kieliopin avulla aineiston mainokset pystyttiin koodaamaan noudattaen laadullisen sis\u00e4ll\u00f6nanalyysin ty\u00f6vaiheita. Metodologisesti ty\u00f6 on siis laadullinen, mutta my\u00f6s m\u00e4\u00e4r\u00e4llinen. Analyysin aikaisessa vaiheessa aineistosta nousi induktiivisesti esille tietyt toistuvat asiat, joiden pohjalta - ja visuaalisen kieliopin termej\u00e4 deduktiivisesti lainaten - luotiin kategorioita. Kategoriat nimettiin Tyypeiksi (Types). Vuosittainen vertailu toteutettiin sek\u00e4 tutkimalla mainostettavia asioita ett\u00e4 k\u00e4ytt\u00e4m\u00e4ll\u00e4 Tyyppej\u00e4.\r\n\r\nTulokset osoittivat ett\u00e4 tyypillisesti mainoksissa lapsi ei katso lukijaan, vaan antaa lukijan katsella itse\u00e4\u00e4n rauhassa. Lis\u00e4ksi lapsi on rajattu l\u00e4hikuvaan luoden tunteen l\u00e4heisyydest\u00e4 ja tuttuudesta. Kuvauskulma on edest\u00e4 ja lukijan tasolla: l\u00e4heisyyden tunnetta voimistetaan nostamatta lukijaa tai lasta korkeampaan voima-asemaan toiseensa n\u00e4hden. Enimm\u00e4kseen lapset olivat kuvissa kuvien osina eiv\u00e4tk\u00e4 niink\u00e4\u00e4n toimijoina. Tyypeille l\u00f6ydettiin niille asetettuja perusteluita ja olettamuksia, joten voidaan sanoa ett\u00e4 Tyyppien kaltaisia lasten representaatioita l\u00f6ytyy mainoksista. Vuosittainen vertailu ei tuottanut yht\u00e4 vahvoja tuloksia, sill\u00e4 vuosittainen aineisto oli pienempi. Teknologia, matkustaminen ja turismi, sek\u00e4 hyv\u00e4ntekev\u00e4isyys olivat kaikissa vuosikerrassa suosituimpia mainostettuja asioita.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Kati Myllyl\u00e4 (kajomyll) on 2017-08-21 09:56:44.944463. Form: Master's Thesis publishing form (https://kirjasto.jyu.fi/publish-and-buy/publishing-forms/masters-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 2017-08-21T09:56:45Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201708213526.pdf: 1147610 bytes, checksum: 6e64023de43e8faed7dc8ac89596dcb9 (MD5)\r\nlicense.html: 4330 bytes, checksum: 94549c3336d63b729a5744c2e8316904 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-08-21T09:56:45Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201708213526.pdf: 1147610 bytes, checksum: 6e64023de43e8faed7dc8ac89596dcb9 (MD5)\r\nlicense.html: 4330 bytes, checksum: 94549c3336d63b729a5744c2e8316904 (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (99 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": "Time (aikakauslehti)", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": 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