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[{"key": "dc.contributor.advisor", "value": "K\u00e4\u00e4nt\u00e4, Leila", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Salmela, Vesa", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-08-09T05:56:07Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-08-09T05:56:07Z", "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/123456789/82445", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kryptovaluuttateollisuuden ennustetaan jatkavan nousuaan, mik\u00e4 puolestaan tuo markkinoille jatkuvasti uusia kryptovaluuttoja. Johtuen mainostajien rajallisesta budjetista, sek\u00e4 internetin keskustelupalstojen keskeisest\u00e4 asemasta, kryptovaluuttoja mainostetaan varhaisessa vaiheessa internetin keskustelupalstoille julkaistujen keskusteluiden muodossa. Mainosviestien p\u00e4\u00e4asiallinen tarkoitus on saada lukija sijoittamaan mainostettuun kryptovaluuttaan. \n\nT\u00e4ss\u00e4 tutkielmassa pyrittiin selvitt\u00e4m\u00e4\u00e4n retorisen analyysin avulla kryptovaluuttamainoksissa k\u00e4ytettyj\u00e4 retorisia keinoja, sek\u00e4 niiden tarkoitusta. Tutkimuksen aineisto koostui 10 eri kryptovaluutan mainoksesta. Yhteens\u00e4 mainoksia oli 54. Mainokset ker\u00e4ttiin Redditin kryptovaluuttakeskusteluille omistetuilta alafoorumeilta. Ker\u00e4tyst\u00e4 aineistosta\nidentifioitiin siin\u00e4 esiintyv\u00e4t retoriset keinot, jonka j\u00e4lkeen ne kategorisoitiin ja niiden funktiot analysoitiin.\n\nAnalyysi osoitti, ett\u00e4 nelj\u00e4 retorista keinoa esiintyi mainoksissa useimmiten. N\u00e4m\u00e4 retoriset keinot olivat liioittelu, listaus, vertaus ja viittaus. Retorisia keinoja k\u00e4ytettiin mainostettujen kryptovaluuttojen ominaisuuksien, sek\u00e4 yleisesti sijoitustilaisuuden korostamiseen. Retorisia keinoja k\u00e4ytettiin my\u00f6s lukijan huomion her\u00e4tt\u00e4miseen. \n\nMahdollisena jatkotutkimuksena voitaisiin toteuttaa tutkimus, jossa tarkastellaan vain yhden kryptovaluutan mainoksia, jolloin aineistona toimisi pidemm\u00e4n aikav\u00e4lin otanta. N\u00e4in ollen esimerkiksi k\u00e4ytt\u00f6tarkoituksen tuoma uskottavuus, sek\u00e4 mainoksien sijainti tarjoaisi uusia mahdollisuuksia erilaisten retoristen keinojen ja niiden tarkoitusten analysointiin", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-08-09T05:56:07Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-08-09T05:56:07Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "33", "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.subject.other", "value": "rhetorical device", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "cryptocurrency", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "rhetorical analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201cTo The Moon?\u201d : a study on the use of rhetorical devices in cryptocurrency advertisement", "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-202208093996", "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": "virtuaalivaluutta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "retoriikka", "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": "verkkomainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "virtual currency", "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": "advertising", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "online advertising", "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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