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[{"key": "dc.contributor.advisor", "value": "Pietik\u00e4inen, Sari", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Niskakangas, Sanna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-11T12:30:12Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-11T12:30:12Z", "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/123456789/76471", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Luonnolla on merkitt\u00e4v\u00e4 rooli ihmisten el\u00e4m\u00e4ss\u00e4, ja erityisesti ilmastonmuutos aiheuttaa kasvavaa huolta sen tulevaisuudesta. Liiallista kulutusta kehotetaan v\u00e4ltt\u00e4m\u00e4\u00e4n, ja yritykset etsiv\u00e4t jatkuvasti uusia keinoja kehitt\u00e4\u00e4 toimintaansa kest\u00e4v\u00e4mp\u00e4\u00e4n suuntaan. T\u00e4m\u00e4 on johtanut siihen, ett\u00e4 yritykset markkinoivat itse\u00e4\u00e4n ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisin\u00e4, mink\u00e4 lis\u00e4ksi luontoa k\u00e4ytet\u00e4\u00e4n yh\u00e4 enemm\u00e4n markkinointikeinona. T\u00e4m\u00e4 her\u00e4tt\u00e4\u00e4 kysymyksi\u00e4 toiminnan eettisyydest\u00e4 ja luonnon roolista markkinoinnissa.\n\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, kuinka luontoa hy\u00f6dynnet\u00e4\u00e4n kosmetiikkayritysten mainonnassa ja yritysten julkisuuskuvien rakentamisessa. Vertailin tutkimuksessani kahta kosmetiikkayrityst\u00e4, joiden br\u00e4ndit rakentuvat luonnon ymp\u00e4rille. N\u00e4ist\u00e4 toinen on suomalainen Lumene ja toinen etel\u00e4korealainen Innisfree, ja aineistoni koostui kyseisten yritysten verkkosivuista. Analyysimetodeina hy\u00f6dynsin kriittist\u00e4 diskurssianalyysi\u00e4 ekolingvistisest\u00e4 n\u00e4k\u00f6kulmasta sek\u00e4 multimodaalista analyysi\u00e4 verkkosivujen kuvien ja tekstien analysoimiseksi.\n\nTutkimuksen my\u00f6t\u00e4 selvisi, ett\u00e4 kosmetiikkabr\u00e4ndit hy\u00f6dynt\u00e4v\u00e4t luontoa luodakseen ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisen, luonnollisen ja terveytt\u00e4 edist\u00e4v\u00e4n kuvan tuotteistaan ja toiminnastaan. Markkinoinnissa korostetaan luonnon puhtautta ja autenttisuutta, ja vihre\u00e4n markkinoinnin keskeisi\u00e4 k\u00e4sitteit\u00e4 hy\u00f6dynnet\u00e4\u00e4n eettisen ja vastuullisen kuvan luomisessa. Huolimatta siit\u00e4, ett\u00e4 sek\u00e4 Lumene ett\u00e4 Innisfree esitt\u00e4v\u00e4t itsens\u00e4 valta-asemassa luontoon n\u00e4hden, kuvataan yritysten ja luonnon v\u00e4linen suhde l\u00e4heisen\u00e4. Yritykset my\u00f6s rakentavat identiteetti\u00e4\u00e4n ja br\u00e4ndi\u00e4\u00e4n paikallisen luonnon kautta muun muassa korostamalla sen mystisyytt\u00e4 ja ainutlaatuisuutta. Tulosten pohjalta on mahdollista tutkia lis\u00e4\u00e4 muun muassa vihre\u00e4\u00e4 markkinointia ja luontodiskurssin hy\u00f6dynt\u00e4mist\u00e4 eri aloilla ja eri medioissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-06-11T12:30:12Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-11T12:30:12Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "44", "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": "cosmetics", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "green marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ecolinguistics", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "critical discourse analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "multimodal analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Exoticizing nature in marketing : green marketing practices of Lumene and Innisfree", "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-202106113677", "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": "luonto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kosmetiikkateollisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "nature", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "cosmetics industry", "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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