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[{"key": "dc.contributor.author", "value": "Parviainen, Ida", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-08-16T07:21:03Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-08-16T07:21:03Z", "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/123456789/82572", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Naiskuvan esitt\u00e4minen mainonnassa on k\u00e4sitelty paljon monien vuosien ajan. Yhteiskunta on suhtautunut siihen pitk\u00e4\u00e4n stereotyyppisesti ja antaen naisille erilaisia rooleja esitett\u00e4v\u00e4ksi, mutta se on pyrkinyt muuttumaan viime vuosina esimerkiksi uuden termin \u2019femmainonta\u2019 avulla. T\u00e4m\u00e4n kandidaatin opinn\u00e4ytety\u00f6n tavoitteena on selvitt\u00e4\u00e4, millaisia eroja naiskuvassa on valituissa kampanja mainoksissa ja millainen on Calvin Kleinin naiskuva heid\u00e4n kampanjassaan #mycalvins. Mainoskuvat ovat valittu vuosilta 2015, 2016 ja 2019. T\u00e4m\u00e4n tutkimuksen menetelm\u00e4n\u00e4 on multimodaalinen diskurssianalyysi ja mainoskuvien visuaalinen lukeminen, jotka sis\u00e4lt\u00e4v\u00e4t periaatteessa kaiken sen, mit\u00e4 kuva- ja tekstianalyysiss\u00e4 tarvitaan eli analysoidaan ilmeit\u00e4, eleit\u00e4, katse kontaktia ja niin edelleen. Mainoksien kuva-analyysin tulokset olivat erilaiset. Vuoden 2015 naisen kuva oli huonoin n\u00e4ist\u00e4 kolmesta, koska siin\u00e4 nainen esitettiin himottuna esineen\u00e4, joka oli alemmassa asemassa kuin kuvassa oleva mies. Vuoden 2016 naisen kuva sen sijaan oli parempi. Siin\u00e4 nainen oli vapaampi ja visuaalisesti monipuolisempi, mutta kuitenkin siin\u00e4 esiintynyt mies rajoitti h\u00e4nen vapauttaan. Lopuksi vuoden 2019 naisen kuva oli parhain kaikista, koska siin\u00e4 h\u00e4n oli visuaalisesti monipuolisin eli pluskokoinen, kurvikas vartaloinen ja tumma ihoinen. Tulokset osoittavat siis, ett\u00e4 Calvin Kleinin naiskuva on muuttunut vuosien aikana yh\u00e4 monipuolisemmaksi. Mahdollisia vaikutuksia t\u00e4ll\u00e4 tutkimuksella olisi ihmisten asenteiden muuttaminen paremmaksi esimerkiksi vartalo- ja ihonv\u00e4ripositiivisuudessa sek\u00e4 vanhojen n\u00e4kemyksien j\u00e4tt\u00e4minen menneisyyteen. Lis\u00e4ksi ajan my\u00f6t\u00e4 muuttuneet sosiaaliset k\u00e4yt\u00e4nn\u00f6t voisivat vaikuttaa rasismin ja ihanteellisen kehonkuvan ideologian sek\u00e4 sen stereotypian v\u00e4hent\u00e4miseen yhteiskunnassa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-08-16T07:21:03Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-08-16T07:21:03Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "21", "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": "mycalvins", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Calvin Klein", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The skinny & the plus-size : images of women in the Calvin Klein campaign #mycalvins", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", 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