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[{"key": "dc.contributor.author", "value": "Laitinen, Sara", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-12-01T10:42:46Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-12-01T10:42:46Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/72893", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Englannin kielest\u00e4 on tullut vuosien saatossa globaali maailmankieli, jota opetetaan ja osataan l\u00e4hestulkoon kaikkialla. Englannilla on merkitt\u00e4v\u00e4 maailmanlaajuinen valta-asema esimerkiksi tieteen, teknologian ja talouden aloilla. Kielt\u00e4 hy\u00f6dynnet\u00e4\u00e4n kansainv\u00e4lisesti usein my\u00f6s mainonnassa, juurikin sen globaalin aseman takia. My\u00f6s Suomen mainonnassa englantia esiintyy hyvin usein.\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, miten englantia k\u00e4ytet\u00e4\u00e4n Suomen televisiomainonnassa. T\u00e4t\u00e4 aihetta tutkitaan kahdesta eri n\u00e4k\u00f6kulmasta: kuinka usein englantia esiintyy mainoksissa ja mainoskatkoilla sek\u00e4 miten suomalaiset yritykset hy\u00f6dynt\u00e4v\u00e4t kyseist\u00e4 kielt\u00e4 televisiomainoksissaan. Tutkimuksen teoreettisena viitekehyksen\u00e4 toimii sosiolingvistiikka, sill\u00e4 varsinaisen kielen tutkimisen lis\u00e4ksi my\u00f6s sen laajempi konteksti (mainostajat, televisiokatsojat ja koko yhteiskunta) otetaan huomioon.\nTutkimukseen ker\u00e4ttiin aineistoa nelj\u00e4lt\u00e4 suomalaiselta televisiokanavalta (MTV3, Nelonen, Sub ja Jim) vuosilta 2017 ja 2009. Televisiokatkoja ker\u00e4ttiin yhteens\u00e4 240 kappaletta, 120 molemmilta vuosilta. Tutkimuksessa oli kaksi osaa. Ensiksi tarkasteltiin kvantitatiivisin menetelmin, kuinka usein englannin kielt\u00e4 esiintyi yksitt\u00e4isiss\u00e4 televisiomainoksissa sek\u00e4 mainoskatkoilla. T\u00e4ss\u00e4 vaiheessa tarkasteltiin my\u00f6s, vaikuttiko esimerkiksi mainoskatkon esitt\u00e4misajankohta, viikonp\u00e4iv\u00e4, televisio-ohjelman kieli tai televisiokanava englannin m\u00e4\u00e4r\u00e4\u00e4n. Toisessa osassa vuoden 2017 mainoskatkoilta ker\u00e4ttiin sellaiset suomalaisten yritysten mainokset, joissa englantia esiintyi v\u00e4hint\u00e4\u00e4n yhden sanan verran. N\u00e4it\u00e4 mainoksia tutkittiin tarkemmin kvalitatiivisesti diskurssianalyysia hy\u00f6dynt\u00e4en. Mainoksissa esiintynytt\u00e4 englantia tarkasteltiin rakenteellisesti muun muassa sana-, lauseke- ja lausetasoilla. Lis\u00e4ksi t\u00e4ss\u00e4 osassa analysoitiin mainoksissa esiintynytt\u00e4 koodinvaihtoa sek\u00e4 eriteltiin englannin kielen funktioita suomalaisten yritysten televisiomainonnassa.\nTutkimustulokseni osoittivat, ett\u00e4 englannilla on merkitt\u00e4v\u00e4 asema suomalaisessa televisiomainonnassa. Vuonna 2017 englantia esiintyi noin 70 %:ssa mainoksista. Televisiokanava oli ainut faktori, joka vaikutti englannin m\u00e4\u00e4r\u00e4\u00e4n. Tuloksistani k\u00e4vi my\u00f6s ilmi, ett\u00e4 englantia esiintyi Suomen televisiomainoksissa enemm\u00e4n vuonna 2009 kuin vuonna 2017. Tutkimukseni toisessa osassa havaittiin, ett\u00e4 suomalaiset yritykset k\u00e4yttiv\u00e4t englantia useimmiten erilaisissa nimiss\u00e4. Englantia esiintyikin suurimmassa osassa mainoksista vain pieni\u00e4 m\u00e4\u00e4ri\u00e4. Suomalaisten yritysten k\u00e4ytt\u00e4m\u00e4 englanti oli sanoiltaan ja rakenteiltaan yksinkertaista. Lis\u00e4ksi pidempi\u00e4 virkkeit\u00e4 sis\u00e4lt\u00e4neet mainokset olivat l\u00e4hestulkoon aina tekstitettyj\u00e4, joten mainosten katsojilta ei juurikaan vaadittu englannin kielen osaamista. Kaiken kaikkiaan suomalaiset yritykset k\u00e4yttiv\u00e4t englantia hyvin vaihtelevasti: joissakin mainoksissa sit\u00e4 esiintyi vain yhden sanan verran ja joissakin englanti toimi koko mainoksen p\u00e4\u00e4kielen\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-12-01T10:42:46Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-12-01T10:42:46Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "129", "language": "", "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": "TV commercials", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "English in Finland", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Finnish companies", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201cNyt surffaat huoletta basically koko Euroopassa\u201d : the frequency, use and functions of English in Finnish television advertising", "language": "", "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-202012016854", "language": "", "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": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "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": "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": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "301", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssianalyysi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiolingvistiikka", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "englannin kieli", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "televisiomainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainokset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "discourse analysis", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sociolinguistics", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "English language", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "television advertising", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "advertisements", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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