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[{"key": "dc.contributor.advisor", "value": "Sayers, Dave", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Laulainen, Emilia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-11T12:08:43Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-11T12:08:43Z", "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/123456789/76466", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Mainonnan, sek\u00e4 mainonnassa hy\u00f6dynnettyjen retoristen strategioiden n\u00e4kyvyys ja suosio tutkimuksessa on nostanut p\u00e4\u00e4t\u00e4\u00e4n merkitt\u00e4v\u00e4sti l\u00e4hivuosina, eik\u00e4 suotta: Retorisilla keinoilla kuvataan olevan yh\u00e4 suurempi merkitys vakuuttavien mainosten luomisessa sek\u00e4 vuorovaikutuksessa yleis\u00f6n ja markkinoijien v\u00e4lill\u00e4. T\u00e4m\u00e4n kandidaatintutkielman tavoitteena oli selvitt\u00e4\u00e4, kuinka paljon ja mill\u00e4 tavoin kolme suurinta videopelikonsolivalmistajaa, Playstation, Xbox, ja Nintendo, hy\u00f6dynt\u00e4v\u00e4t televisiomainonnassaan erilaisia retorisia keinoja, sek\u00e4 vertailla kyseist\u00e4 kolmea valmistajaa kesken\u00e4\u00e4n m\u00e4\u00e4r\u00e4llisen- ja laadullisen sis\u00e4ll\u00f6nanalyysin sek\u00e4 retorisen analyysin keinoin. Lis\u00e4ksi aineistona tutkimuksessa k\u00e4ytettiin online-kysely\u00e4, jolla kartoitettiin erilaisten retoristen keinojen ja mainosten erilaista merkityst\u00e4 niiden vakuuttavuudelle. Aineisto koostui 14 mainosvideosta, sek\u00e4 215 kyselyvastauksesta.\nTutkimuksessa selvisi, ett\u00e4 TV-mainonnassa hy\u00f6dynnet\u00e4\u00e4n monipuolisesti retorisia keinoja. Tavallisimpia keinoja olivat rakenteeltaan monimutkaisemmat keinot, kuten metaforat sek\u00e4 k\u00e4rjistys, joista valtaosa esiintyi visuaalisessa muodossa. Suurimmat eroavaisuudet retoristen keinojen k\u00e4yt\u00f6ss\u00e4 identifioitiin Nintendon mainonnassa, joka hy\u00f6dynsi ep\u00e4suoria vetoomuksia yleis\u00f6n tunteisiin sek\u00e4 julkisuuden henkil\u00f6ihin. Kohdeyleis\u00f6ll\u00e4 oli hyvin poikkeavia mielipiteit\u00e4 erilaisten retoristen keinojen k\u00e4yt\u00f6st\u00e4. Esimerkiksi vaikka kompleksisten retoristen keinojen on todettu lis\u00e4\u00e4v\u00e4n mainosten vakuuttavuutta, tutkimustuloksista selvisi, ett\u00e4 rakenteeltaan liian monimutkaiset keinot v\u00e4hent\u00e4v\u00e4t huomattavasti niiden pidett\u00e4vyytt\u00e4. Lis\u00e4ksi todettiin, ett\u00e4 yleis\u00f6n tunteisiin vetoaminen koettiin positiivisesti esimerkiksi samaistumisen ansiosta, kun taas julkisuuden henkil\u00f6it\u00e4 hy\u00f6dynt\u00e4v\u00e4t mainokset koettiin s\u00e4vylt\u00e4\u00e4n lavastetuiksi ja ep\u00e4luonnollisiksi. Jatkotutkimuksissa voitaisiin esimerkiksi k\u00e4ytt\u00e4\u00e4 havainnointia kyselytutkimuksen sijaan laajempien tulosten saamiseksi, sek\u00e4 tutkia, k\u00e4ytt\u00e4v\u00e4tk\u00f6 n\u00e4m\u00e4 yritykset samanlaisia keinoja muiden tuotteidensa mainonnassa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-06-11T12:08:43Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-11T12:08:43Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "43", "language": "", "element": "format", "qualifier": "extent", "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.title", "value": "\u201cYou, who can resend life or raise the dead\u201d : a study on rhetorical devices and persuasiveness of games console TV advertising", "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-202106113672", "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": "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_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": "301", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "retoriikka", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suostuttelu", "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": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pelit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pelikonsolit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "rhetoric", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "persuasion", "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": "advertising", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "games", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "game consoles", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", 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