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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4nen, Sirpa", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Mustonen, Tiina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-10-07T16:09:53Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-10-07T16:09:53Z", "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:1725769", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/55578", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkielman tarkoituksena on selvitt\u00e4\u00e4, miten yritykset ja organisaatiot voivat hy\u00f6dynt\u00e4\u00e4 kohderyhmiens\u00e4 palautetta mainontansa kehitt\u00e4misess\u00e4 houkuttelevammaksi yleis\u00f6illeen. \r\n\r\nSosiaalisen median nousun my\u00f6t\u00e4 my\u00f6s yritysten ja asiakkaiden v\u00e4linen suhde on murroksessa, kun yritysten sijaan potentiaalisilla asiakkailla on valta m\u00e4\u00e4ritell\u00e4, millaista sis\u00e4lt\u00f6\u00e4 he haluavat. \r\n\r\nTutkielma on tapaustutkimus Doven Real Beauty -kampanjan kahdesta mainoksesta, #ChooseBeautiful ja #MyBeautyMySay. Tutkimuksessa tutkitaan, miten mainokset luovat narratiiveja naiseudesta hy\u00f6dynt\u00e4en semioottisia ja diskursiivisia resursseja, ja miten n\u00e4iden narratiivien avulla pyrit\u00e4\u00e4n mainostamaan tuotetta ja br\u00e4ndi\u00e4. Lis\u00e4ksi tutkielmassa perehdyt\u00e4\u00e4n yleis\u00f6n reaktioihin kyseisiin narratiiveihin ja tuotteiden mainontaan niiden kautta.\r\n\r\nAnalyysissa hy\u00f6dynnet\u00e4\u00e4n narratiivista ja multimodaalista tutkimusta. Lis\u00e4ksi l\u00f6yd\u00f6ksi\u00e4 tarkastellaan postfeminismin ja integroidun markkinointiviestinn\u00e4n n\u00e4k\u00f6kulmista. \r\n\r\nTutkimuksen tulosten mukaan Dove onnistuu vetoamaan yleis\u00f6\u00f6ns\u00e4 hy\u00f6dynt\u00e4m\u00e4ll\u00e4 moninaisia semioottisia resursseja tarinankerronnassaan. Narratiivit vetoavat yleis\u00f6\u00f6n tunnetasolla, her\u00e4tt\u00e4en yleis\u00f6ss\u00e4 positiivisia tunteita my\u00f6s br\u00e4ndi\u00e4 kohtaan. Useimmat katsojat kokevat, ett\u00e4 Dove nostaa esille t\u00e4rke\u00e4n yhteiskunnallisen aiheen. T\u00e4st\u00e4 johtuen yrityksen kaupallinen agenda mainonnan taustalla ei vaivaa heit\u00e4. Toisaalta, osa katsojista kokee kaupallisen agendan viev\u00e4n uskottavuutta Doven mainonnalta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The aim of this study is to evaluate how companies and organisations can utilise feedback from their target audiences in order to developed their marketing and advertising efforts to become more appealing to their audiences. \r\n\r\nDue to the rise of social media, the power relationship between companies and potential clients has changed. Whereas companies used to have the power to determine what they want their clients to see, it is now the people who have the power to determine and voice out what kind of content they wish to see. \r\n\r\nThe present study is a case study on Dove's Real Beauty campaign, focusing on their two recent advertisements at the time of writing, #ChooseBeautiful and #MyBeautyMySay. The study examines how narratives of femininity are created in Dove's advertising through the use of semiotic and discursive resources. Moreover, the promotion of Dove's brand and products through said narratives is also evaluated based on the use of those resources. In addition, an overview of audience responses is included to evaluate how the feedback may be utilised to further improve the company's advertising in the future. \r\n\r\nAs mentioned above, the analysis is based on narrative and multimodal research. The findings are discussed from the frameworks of post-feminism in advertising, as well as integrated marketing communication (IMC). \r\n\r\nThe findings suggest that Dove succeeds in appealing to most of their target audience by utilising a diverset set of semiotic resources in their narratives. The narratives thus appeal to the viewers on an emotional level, thus creating positive emotions towards the brand itself. Most viewers seem to feel that Dove is supporting an important societal cause through its advertising. As a result, they are not concerned with the promotional agenda behind the advertising. However, some viewers feel that the promotion of the brand and products through such a concept diminishes the credibility of the company.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Tiina Mustonen (tiimarmu) on 2017-10-07 16:09:53.363309. 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 2017-10-07T16:09:53Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201710073951.pdf: 1867342 bytes, checksum: d4d2e22e2f1a4ae7a38dc8247b75f2af (MD5)\r\nlicense.html: 4866 bytes, checksum: 1cc7fa0c1ffde7b52cd7bf65aa52b4d8 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-10-07T16:09:53Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201710073951.pdf: 1867342 bytes, checksum: d4d2e22e2f1a4ae7a38dc8247b75f2af (MD5)\r\nlicense.html: 4866 bytes, checksum: 1cc7fa0c1ffde7b52cd7bf65aa52b4d8 (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (95 sivua)", "language": null, "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": "postfeminismi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "narrative", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "multimodality", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Integrated Marketing Communication", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "postfeminism", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "discourse", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "semiotics", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Narratives of femininity as means of promotion : a case study on Dove's advertisement and audience responses", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": 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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": "Englannin kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "English", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.method", "value": "Tapaustutkimus", "language": null, "element": "subject", "qualifier": "method", "schema": "dc"}, {"key": "dc.date.updated", "value": "2017-10-07T16:09:54Z", "language": "", "element": "date", "qualifier": "updated", 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