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[{"key": "dc.contributor.author", "value": "Gotthilf, Malka", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-04-16T16:09:20Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-04-16T16:09:20Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/57615", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 kandidaatintutkielma k\u00e4sittelee nonverbaalista viestint\u00e4\u00e4 Volkswagenin mainoskampanjan \u201aPartner f\u00fcrs Leben\u2019 videossa. Kampanja on per\u00e4isin vuodelta 2016 ja sen taustana on vuoden 2015 p\u00e4\u00e4st\u00f6skandaali, jonka vuoksi Volkswagenin maine laski hurjasti. Pelastaakseen maineensa, Volkswagen-konserni aloitti suuren mainoskampanjan, jossa huomion keskipisteen\u00e4 ensimm\u00e4ist\u00e4 kertaa Volkswagenin mainoshistoriassa on ihminen, eik\u00e4 auto. Kampanjan tarkoituksena on kertoa, ett\u00e4 Volkswagenin autot ovat ik\u00e4\u00e4n kuin perheenj\u00e4seni\u00e4, jotka tukevat kuluttajaa h\u00e4nen koko el\u00e4m\u00e4ns\u00e4 ajan, ja t\u00e4rkeimp\u00e4n\u00e4 vaikutuskeinona t\u00e4ss\u00e4 yhteydess\u00e4 k\u00e4ytet\u00e4\u00e4n nonverbaalista viestint\u00e4\u00e4. \r\n \r\nTutkielmassa keskityt\u00e4\u00e4n mainoskampanjan videoon, sill\u00e4 sen sis\u00e4lt\u00f6 antaa hyv\u00e4n pohjan tutkielman tekoon. Teoriaosassa k\u00e4sitell\u00e4\u00e4n tutkielman keskeisimm\u00e4t aiheet ja niihin liittyv\u00e4t alak\u00e4sitteet: mainonta, Volkswagenkonserni ja viestint\u00e4. Tutkielman pohjana k\u00e4ytetty materiaali (mainoskampanja) esitell\u00e4\u00e4n teoriaosan j\u00e4lkeen. Analyysiss\u00e4 tutkitaan nonverbaalisen viestinn\u00e4n k\u00e4ytt\u00f6\u00e4, merkityst\u00e4 ja vaikutusta Volkswagenin mainoskampanjan videomainoksessa, sek\u00e4 perehdyt\u00e4\u00e4n muihin videossa k\u00e4ytettyihin t\u00e4rkeisiin vaikutuskeinoihin. \r\n \r\nTutkimus auttaa ymm\u00e4rt\u00e4m\u00e4\u00e4n paremmin Volkswagenin konsernin motiiveja ja mainontaa, esimerkiksi Volkswagenin automerkki j\u00e4\u00e4 tutkitussa videomainoksessa joko v\u00e4hemm\u00e4lle huomiolle tai kokonaan pois, mik\u00e4 ei ole ollenkaan tyypillist\u00e4 Volkswagenin mainonnalle. Kyseisell\u00e4 eleell\u00e4 pyrit\u00e4\u00e4n vaikuttamaan kuluttajiin entist\u00e4 tehokkaammin. Tutkimuksen tuloksena on my\u00f6s selvitetty yleisesti markkinoinnin t\u00e4rkeimm\u00e4t vaikutuskeinot. Pohjautuen katsojien kommentteihin (YouTube, artikkelit) videomainos ei her\u00e4tt\u00e4nyt negatiivisia tunteita, vaikka sen taustana olikin vakava kohu, mik\u00e4 tarkoittaa, ett\u00e4 videomainoksen vaikutuskeinot todellakin toimivat. N\u00e4in ollen tutkimuksen tulokset voisivat antaa ev\u00e4it\u00e4 audiovisuaalisella alalla ty\u00f6skentelev\u00e4lle ammattilaiselle.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Malka Gotthilf (makhaiko) on 2018-04-16 16:09:19.332047. Form: Kandidaatintutkielma -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/kandin-tutkielma-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 2018-04-16T16:09:20Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201804162096.pdf: 769414 bytes, checksum: 020bd86c8eddd9c993b395614eb9660b (MD5)\r\nlicense.html: 4842 bytes, checksum: 153b99038a3c1a6436c42f436753bd1f (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-04-16T16:09:20Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201804162096.pdf: 769414 bytes, checksum: 020bd86c8eddd9c993b395614eb9660b (MD5)\r\nlicense.html: 4842 bytes, checksum: 153b99038a3c1a6436c42f436753bd1f (MD5)\r\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "32", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "deu", "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": "nonverbaalinen viestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Volkswagen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "saksan kieli", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Saksa", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "p\u00e4\u00e4st\u00f6skandaali", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "dieselkohu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Die nonverbale Kommunikation im Video der Markenkampagne \u201aPartner f\u00fcrs Leben' von Volkswagen", "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-201804162096", "language": "", "element": "identifier", "qualifier": "urn", "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.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "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": "Saksan kieli ja kulttuuri", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2018-04-16T16:09:20Z", "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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