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[{"key": "dc.contributor.advisor", "value": "Kiviniemi, Anne-Laure", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pohjanen, Vera", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-07T12:08:39Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-07T12:08:39Z", "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/123456789/81534", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen aiheena on luksusyritys Diorin representaatiot yrityksen hajuvesien tuoksukuvauksissa. Tavoitteena on tutkia, millaisia representaatioita Dior muodostaa itsest\u00e4\u00e4n tuoksukuvauksissaan, ja l\u00e4hestymme tutkimuskysymyst\u00e4 erittelem\u00e4ll\u00e4 tuoksukuvauksissa k\u00e4ytettyj\u00e4 diskursseja ja niiden sis\u00e4lt\u00e4mi\u00e4 kielellisi\u00e4 valintoja. Aineistomme koostuu 19:st\u00e4 Diorin tuoksukuvauksesta, jotka ker\u00e4simme\nsyksyll\u00e4 2021 Diorin hajuvesien verkkokaupasta. Valitsimme kyseisen aineiston, koska se on yrityksen itse tuottamaa ja antaa n\u00e4in mielenkiintoisen n\u00e4k\u00f6kulman sen tarkasteluun, millaisena luksustuotteistaan tunnettu suuryritys haluaa n\u00e4ytt\u00e4yty\u00e4 mainostekstiens\u00e4 kautta. Tutkimuksemme on laadullista, ja l\u00e4hestymme tutkimuskysymyst\u00e4 diskurssianalyysin teoreettisesta viitekehyksest\u00e4.\n\nTutkimuksessamme on kyse diskurssianalyysist\u00e4, jossa erittelemme tuoksukuvausten kielellisi\u00e4 piirteit\u00e4 l\u00f6yt\u00e4\u00e4ksemme diskursseja, joiden avulla Dior rakentaa representaatioita itsest\u00e4\u00e4n tuoksukuvauksissa. Analysoimme aineistosta kielellisi\u00e4 valintoja, jotka luokittelemme erilaisiin kategorioihin sen mukaan, millaista teemaa valinnat edustavat. Kategorioiden pohjalta nime\u00e4mme Diorin tuoksukuvauksissa k\u00e4ytetyt diskurssit, joiden avulla yritys luo itsest\u00e4\u00e4n erilaisia representaatioita. \n\nKielellisten valintojen perusteella l\u00f6ysimme tuoksukuvauksista kuusi diskurssia: laadun, hienostuneisuuden, sensuelliuden, j\u00e4rjett\u00f6myyden, perinn\u00f6n ja muutoksen diskurssit. Analyysin tulosten pohjalta nimesimme kolme representaatiota: Dior ylellisen\u00e4, Dior lumoavana ja Dior ajattomana. Tuoksukuvauksista v\u00e4littyv\u00e4 kuva esitt\u00e4\u00e4 Diorin ajattomana luksusyrityksen\u00e4, joka tarjoaa asiakkailleen korkealaatuisia ja vastustamattomia hajuvesi\u00e4, jotka antavat k\u00e4ytt\u00e4jilleen nautintoa ja keinon toteuttaa itse\u00e4\u00e4n. Tutkimuksessa nimetyt kolme representaatiota ovat tarkoituksenmukaisia suurelle luksusyritykselle, sill\u00e4 ne esitt\u00e4v\u00e4t yrityksen tuotteet laadukkaina ja haluttavina, sek\u00e4 vahvistavat yrityksen br\u00e4ndi\u00e4 ja asemaa niin kuluttajien mielikuvissa kuin markkinoillakin. Tutkimuksemme antaa tietoa siit\u00e4, millaisin kielellisin keinoin yritys voi muodostaa kuvaa itsest\u00e4\u00e4n omissa markkinointiteksteiss\u00e4\u00e4n. Lis\u00e4ksi tutkimuksemme havainnollistaa sit\u00e4, miten markkinointisis\u00e4lt\u00f6jen lingvistinen tutkimus auttaa hahmottamaan kielenk\u00e4yt\u00f6n merkityst\u00e4 erilaisten k\u00e4sitysten ja mielikuvien muodostumisessa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-07T12:08:39Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-07T12:08:39Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "38", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fra", "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": "mainosdiskurssi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "diskurssianalyysi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Dior", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "tuoksukuvaus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u00ab Esprit Dior qui perdure, intact de modernit\u00e9 \u00bb : Les repr\u00e9sentations de la marque Dior dans les descriptions de parfums Christian Dior", "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-202206073148", "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": "Romaaninen filologia", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Romance Philology", "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": "307", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hajuvedet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tuoksu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssianalyysi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "representaatio", "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"}]
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