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[{"key": "dc.contributor.advisor", "value": "Jarva, Vesa", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lehtinen, Saara", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-31T17:03:54Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-31T17:03:54Z", "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/123456789/76094", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkielmassa tarkastelen muutamasta Marimekon tuotenimest\u00e4 syntyneit\u00e4 mielikuvia. Erityisen\u00e4 mielenkiinnonkohteenani on selvitt\u00e4\u00e4, mill\u00e4 perustein assosiaatioita luodaan ja onko niiden muodostumiseen yhtenevi\u00e4 linjoja eri informanttien v\u00e4lill\u00e4. Tutkimus lukeutuu kaupalliseen nimist\u00f6ntutkimukseen, ja lis\u00e4ksi tuotenimien luomien mielikuvien tutkiminen sivuaa kaupallista n\u00e4k\u00f6kulmaa. Analyysissa hy\u00f6dynn\u00e4n laadullista sis\u00e4ll\u00f6nanalyysia sek\u00e4 Paula Sj\u00f6blomin v\u00e4it\u00f6skirjassa muutamaa esitelty\u00e4 kielellist\u00e4 merkityst\u00e4 propreille.\nTutkielmaa varten valitsin Marimekon Talvimallisto 2020 -kampanjasta muutaman tuotenimen, sill\u00e4 tarkoituksena oli saada tarkasteluun viel\u00e4 tutkimatonta materiaalia. Tutkimukseen rajautui seitsem\u00e4n tuotenime\u00e4, jotka olivat nimielementilt\u00e4\u00e4n v\u00e4hint\u00e4\u00e4n kaksiosaisia. Nimi\u00e4 valitessa huomioin, ett\u00e4 tarkasteltavat tuotenimet ovat eri tuoteperheiden edustajia ja ett\u00e4 nimiaines antaa informaatiota niin yksil\u00f6iv\u00e4st\u00e4 nimenosasta kuin tuoteperheen nimest\u00e4. \nTutkimuksen aineiston ker\u00e4sin Webropol-kyselylomakkeella, johon kertyi vastauksia 81 vastaajalta. Vastausten sis\u00e4ll\u00f6n perusteella luokittelin aineiston p\u00e4\u00e4- ja alaluokkiin tarkempaa analyysia varten. Mielikuvista rakentuneet p\u00e4\u00e4luokat ovat s\u00e4vymaailma, teema, adjektiivi, muoto/kuvio, ominaisuus/materiaali, k\u00e4ytt\u00e4j\u00e4kunta, ortografia, intertekstuaalisuus, muuta sek\u00e4 \u201dei tule mit\u00e4\u00e4n mieleen\u201d. P\u00e4\u00e4luokkien analysoinnin lis\u00e4ksi tarkastelin, muodostuivatko mielikuvat leksikaalisen, jonkin assosiatiivisen vai konnotatiivisen merkityksen kautta ryhmittelem\u00e4ll\u00e4 p\u00e4\u00e4luokat eri merkityksien alle. \nAnalyysissa ilmenee useimpien assosiaatioiden painottuvan leksikaalisiin ja konnotatiivisiin merkityksiin. Suurimmat p\u00e4\u00e4luokat mielikuvien muodostamisessa ovat teema, s\u00e4vymaailma ja adjektiivi. Yhteenvetona todetaan mielikuvien rakentumiseen vaikuttavan ennen kaikkea subjektiivinen n\u00e4kemys, mutta my\u00f6s tuotenimen leksikaalinen aines sek\u00e4 puhtaat mielikuvat.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-31T17:03:54Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-31T17:03:54Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "40", "language": "", "element": "format", "qualifier": "extent", "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.title", "value": "Mielikuvien analyysi muutamasta tuotenimest\u00e4 Marimekon Talvimallisto 2020 -kampanjasta", "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-202105313336", "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": "Suomen kieli", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Finnish", "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": "restrictedAccess", "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": "309", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tavaramerkit", "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": "nimist\u00f6ntutkimus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "analyysi", "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"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/collections/archival-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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