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[{"key": "dc.contributor.advisor", "value": "Kyt\u00f6l\u00e4, Samu", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Iili\u00e4inen, Tiia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-04-05T05:20:05Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-04-05T05:20:05Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/80484", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Mainoksissa k\u00e4ytet\u00e4\u00e4n monenlaisia keinoja kuluttajien suostutteluun. Ei ole harvinaista n\u00e4hd\u00e4 tai kuulla mainoksissa esimerkiksi elokuvasta tai televisiosarjasta tuttu hahmo tai vuorosana. Elokuviin ja televisiosarjoihin voidaan kuitenkin viitata my\u00f6s ep\u00e4suoremmin keinoin. Lis\u00e4ksi n\u00e4it\u00e4 viittauksia voidaan k\u00e4ytt\u00e4\u00e4 erin tavoin kuluttajien suostutteluun. T\u00e4m\u00e4n tutkimuksen tavoitteena oli saada selville, mink\u00e4 tyyppisi\u00e4 viittauksia elokuviin ja televisiosarjoihin mainoksista l\u00f6ytyy ja miten niit\u00e4 k\u00e4ytet\u00e4\u00e4n suostutteluun. Viittauksia tarkasteltiin intertekstuaalisuuden ja suostuttelun n\u00e4k\u00f6kulmasta.\n\nTutkimuksessa k\u00e4ytettiin laadullista sis\u00e4ll\u00f6nanalyysia. Aineisto koostui 50 mainosvideosta, jotka ker\u00e4ttiin YouTubea k\u00e4ytt\u00e4en. Analyysissa mainokset koodattiin eri kategorioihin sen perusteella, mink\u00e4 tyyppisi\u00e4 viittauksia niist\u00e4 l\u00f6ytyi ja mit\u00e4 kussakin mainoksessa k\u00e4ytetyist\u00e4 suostuttelun keinoista n\u00e4m\u00e4 viittaukset tukivat. Koodaukseen k\u00e4ytetyt kategoriat perustuivat Bazermanin (2004) intertekstuaalisen viittaamisen tekniikoihin ja Aristoteleen kolmeen retoriseen suostuttelun keinoon sek\u00e4 aineiston analyysissa esiin nousseisiin tyyppeihin. \n\nAnalyysissa havaittiin 11 erityyppist\u00e4 viittausta. Yleisimpi\u00e4 n\u00e4ist\u00e4 olivat viittaukset hahmoihin tai esineisiin, juoneen ja visuaalisiin elementteihin. Osassa kategorioista viittaus voitiin toteuttaa joko suorasti tai ep\u00e4suorasti riippuen siit\u00e4, kuinka v\u00e4h\u00e4n tai paljon alkuper\u00e4ist\u00e4 materiaalia muutettiin mainoksen kontekstiin sopivaksi. Aineistosta l\u00f6ytyi esimerkkej\u00e4 kaikkien kolmen keinon kohdalla viittauksista, joita k\u00e4ytettiin suostutteluun. Eniten viittaukset olivat osana tukevia argumentteja ja tunteiden her\u00e4tt\u00e4mist\u00e4 tarinan ja draaman kautta. Tulokset antavat tietoa siit\u00e4, kuinka ja mihin tarkoitukseen mainoksissa k\u00e4ytet\u00e4\u00e4n viittauksia elokuviin ja televisiosarjoihin. Lis\u00e4ksi t\u00e4m\u00e4 tutkimus antaa ymm\u00e4rryst\u00e4 siit\u00e4, kuinka t\u00e4llaisia viittauksia voidaan analysoida ja kategorisoida multimodaalisesta aineistosta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-04-05T05:20:05Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-04-05T05:20:05Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "65", "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.title", "value": "Intertextual references to films and television series in advertising : a qualitative content analysis of types of references and their roles in persuasion", "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-202204052163", "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": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sis\u00e4ll\u00f6nanalyysi", "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": "intertekstuaalisuus", "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": "content analysis", "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": "intertextuality", "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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