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[{"key": "dc.contributor.advisor", "value": "Ahonen, Pertti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Hanka, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Juvonen, Anniina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-30T14:31:57Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-30T14:31:57Z", "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/123456789/76051", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Poptaide on alun perin Englannista ja Yhdysvalloista l\u00e4ht\u00f6isin oleva taidesuuntaus, jonka kulta-aikaa elettiin 1960-luvulla. Suuntauksen syntyyn liittyi vahvasti taloudellinen nousu sek\u00e4 kulutusyhteiskunnan synty, ja sen avulla haluttiin rikkoa rajoja taiteen ja jopa hyvin arkip\u00e4iv\u00e4isten esineiden v\u00e4lill\u00e4. Poptaiteelle ominaista on esimerkiksi mainoksista tuttu sarjakuvamainen ilmaisu, kirkkaat p\u00e4\u00e4v\u00e4rit sek\u00e4 viivan ja rakenteen voimakas selkeys.\n\nT\u00e4ss\u00e4 tutkimuksessa tarkastellaan kahden suomalaisen naistenlehden, Annan ja Me naiset-lehden, sek\u00e4 kahden yhdysvaltalaisen naistenlehden, Cosmopolitanin sek\u00e4 Voguen, mainoksien poptaiteellisuutta vuosilta 1967\u20131973. Kuva-analyysin kohteena ovat siis poptaiteen rooli mainoskuvissa, sen luomat mielikuvat sek\u00e4 poptaiteen erilaiset tyylit, joita mainoksissa k\u00e4ytettiin. T\u00e4m\u00e4n lis\u00e4ksi kuva-analyysiin valituista 27 mainoskuvasta analysoidaan my\u00f6s sukupuoli sek\u00e4 sen luomat mielikuvat, sill\u00e4 naistenlehtien mainoksia on melkein mahdotonta tarkastella ottamatta huomioon ajan naiskuvaa sek\u00e4 naisten asemaa. \n\nViimeisen\u00e4 tutkimuksessa analysoidaan viel\u00e4 kuvien mainostekstit sek\u00e4 niiden luomat mielikuvat. N\u00e4in saadaan analysoitua mainoskuvat kokonaisuudessaan sek\u00e4 selvitetty\u00e4 kaikkien keskeisten elementtien merkitys ja rooli mainoskuvissa. Kaiken kaikkiaan tutkimus kertookin paljon aikansa muodista, poptaiteen asemasta, naiskuvasta sek\u00e4 kahden erilaisen valtion eroista, mit\u00e4 tulee naistenlehtien mainontaan. P\u00e4\u00e4llisin puolin suomalaiset ja yhdysvaltalaiset mainokset vaikuttavat melko samanlaisilta, mutta syvemm\u00e4n analyysin my\u00f6t\u00e4 voi huomata, ett\u00e4 esimerkiksi suomalaiset mainokset ovat paljon sanomalehtim\u00e4isempi\u00e4, kun taas yhdysvaltalaisissa mainoksissa on selv\u00e4sti aikakauslehtim\u00e4isempi ilmaisutapa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-30T14:31:57Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-30T14:31:57Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "116", "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": "fin", "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": "Suomi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Poptaide naistenlehtien mainonnassa : vertaileva tutkimus Yhdysvalloista ja Suomesta 1960\u201370-lukujen vaihteessa", "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-202105303296", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Historian ja etnologian laitos", "language": "fi", "element": 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historia", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "General History", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Taidehistoria", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Art History", "language": "", "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": 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"dc"}, {"key": "dc.subject.yso", "value": "naiskuva", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mielikuvat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Yhdysvallat", "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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