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[{"key": "dc.contributor.advisor", "value": "Dlaske, Kati", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Korhonen, Elvira", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-04-23T06:01:05Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-04-23T06:01:05Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/75168", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kest\u00e4v\u00e4 kehitys on yksi merkitt\u00e4vimmist\u00e4 ja t\u00e4rkeimmist\u00e4 teemoista ilmastonmuutoksen ja ymp\u00e4rist\u00f6tietoisuuden kasvaessa. Kest\u00e4v\u00e4n kehityksen yhteys talouteen ja niiden rinnakkaisvaikutukset koskevat my\u00f6s \nyrityksi\u00e4 ja niiden toimia. N\u00e4in ollen nykyisin kest\u00e4v\u00e4 kehitys onkin suuressa roolissa organisaatioiden \nyrityskuvan ja yrityksen identiteetin muodostamisessa. \nT\u00e4ss\u00e4 kandidaatintutkielmassa tutkitaan Zalandon mainosvideota ja siin\u00e4 esiintyvi\u00e4 argumentteja kest\u00e4v\u00e4\u00e4n kehitykseen ja Zalandon yritysidentiteetin muodostumiseen liittyen. Tutkielman aineistona k\u00e4ytet\u00e4\u00e4n \nZalandon mainosvideota, jossa tuodaan esille Zalandon kest\u00e4v\u00e4n kehityksen tavoitteita ja eri keinoja kyseisten tavoitteiden saavuttamiseksi. Teoreettisena viitekehyksen\u00e4 analyysin tekemisess\u00e4 k\u00e4ytet\u00e4\u00e4n diskurssianalyysi\u00e4 ja tutkimuksen p\u00e4\u00e4painopisteen\u00e4 ovat mainosvideon argumentaatiokeinot. Tavoitteena on selvitt\u00e4\u00e4, millaisia argumentaatiokeinoja videossa ilmenee ja kuinka niill\u00e4 pyrit\u00e4\u00e4n vaikuttamaan sek\u00e4 muodostamaan yrityskuvaa. T\u00e4ss\u00e4 ty\u00f6ss\u00e4 keskityt\u00e4\u00e4n p\u00e4\u00e4osin videon kielellisiin keinoihin, mutta huomioidaan my\u00f6s visuaalisia keinoja, sill\u00e4 niill\u00e4 on painoarvoa merkitysten muodostamisessa. Tutkielmassa ilmeni, kuinka moninaisia kielellisi\u00e4 ja visuaalisia argumentaatiokeinoja videossa hy\u00f6dynnet\u00e4\u00e4n. N\u00e4iden keinojen avulla katsoja pyrit\u00e4\u00e4n vakuuttamaan Zalandon kest\u00e4v\u00e4st\u00e4 yrityskuvasta ja kest\u00e4v\u00e4\u00e4 yritysidentiteetti\u00e4 muodostetaan. Lis\u00e4ksi aineiston analyysist\u00e4 k\u00e4y ilmi, kuinka videon visuaaliset \nvaikutuskeinot tukevat kielellist\u00e4 argumentointia.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-04-23T06:01:05Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-04-23T06:01:05Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "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": "argumentaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yritysidentiteetti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Diskursanalyse der Konstruktion der nachhaltigen Unternehmensidentit\u00e4t durch Argumentation im Werbevideo von Zalando", "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-202104232465", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "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": "Saksan kieli ja kulttuuri", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "German Language and Culture", "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_7a1f", "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": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "308", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainokset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kest\u00e4v\u00e4 kehitys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssintutkimus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "saksan kieli", "language": null, "element": "subject", "qualifier": "yso", "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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