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[{"key": "dc.contributor.advisor", "value": "Kiviniemi, Anne-Laure", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Salonen, Sanni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-01T06:29:59Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-01T06:29:59Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/87368", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalisaatio on kasvattanut yrityksen mahdollisuuksia ker\u00e4t\u00e4 n\u00e4kyvyytt\u00e4 ja toteuttaa br\u00e4ndi-identiteetti\u00e4\u00e4n. Yrityksen verkkosivut koetaan luotettavaksi l\u00e4hteeksi hakea tietoa yrityksest\u00e4, ja alustan monipuolisuus antaa mahdollisuuksia toteuttaa br\u00e4ndi-identiteetti\u00e4 mit\u00e4 luovimmalla tavalla. T\u00e4ss\u00e4 pro gradu -tutkielmassa tarkastelemme, miten ranskalaisen suurmenestyneen yrityksen Chanelin br\u00e4ndi-identiteetti rakentuu multimodaalisesti heid\u00e4n ranskankielisill\u00e4 nettisivuillaan. Tutkielman aineisto koostuu kuvakaappauksista sek\u00e4 tekstip\u00e4tkist\u00e4, joita analysoidaan multimodaalisen diskurssianalyysin keinoin. Multimodaalinen diskurssianalyysi mahdollistaa br\u00e4ndi-identiteetin kokonaisvaltaisen tutkimisen sen keskittyen niin verbaalisiin, kuin visuaalisiinkin merkityksellist\u00e4misten keinoihin, kuten tekstiin, kuviin, v\u00e4reihin ja sivun asetteluihin. Hy\u00f6dynn\u00e4mme analyysiss\u00e4 Kressin ja Van Leeuwenin (2006) visuaalisen kieliopin teorioita, sek\u00e4 Pauwelsin (2011) verkkosivujen analysoimiseen luotua multimodaalisen diskurssianalyysin mallia. \nAnalyysiss\u00e4 tunnistettiin nelj\u00e4 teemaa, joiden avulla Chanelin br\u00e4ndi-identiteetti rakentuu; Gabrielle Chanelin persoonallisten piirteiden omaksuminen br\u00e4ndi-identiteetin rakentumisessa, Gabriellen historian hy\u00f6dynt\u00e4minen br\u00e4ndi-identiteetin rakentamisessa ja br\u00e4ndin tarinassa, minimalistinen tyyli sek\u00e4 kest\u00e4vyyden arvon korostaminen. Ensimm\u00e4inen teema kuvastaa, kuinka br\u00e4ndi hy\u00f6dynt\u00e4\u00e4 perustajansa tiettyj\u00e4 luonteenpiirteit\u00e4 identiteetin rakentamisessa. Toinen teema havainnoi, miten Gabrielle Chanelin historiaa on k\u00e4ytetty osana br\u00e4ndin tarinankerrontaa, tuotteiden esitt\u00e4mist\u00e4 ja identiteetin luomista. Minimalistinen tyyli korostuu erityisesti sivuilla tehdyiss\u00e4 visuaalisissa valinnoissa esimerkiksi v\u00e4rien ja sivun asettelun suhteen. Nelj\u00e4nnen teeman keskeisi\u00e4 piirteit\u00e4 ovat kest\u00e4vyyden korostuminen asiakkaista ja tuotteista kommunikoidessa, sek\u00e4 visuaalisissa valinnoissa. \nKokonaisuudessaan n\u00e4m\u00e4 nelj\u00e4 teemaa muodostavat yhten\u00e4isen kokonaiskuvan Chanelin br\u00e4ndi-identiteetist\u00e4, joka rakentuu ajattomana ja kest\u00e4v\u00e4n\u00e4, perustajaa, h\u00e4nen historiaansa sek\u00e4 piirteit\u00e4\u00e4n korostavana. Tutkimuksen tulokset tukevat joiltain osin aiempia Chanelin br\u00e4ndi-identiteetti\u00e4 tutkineiden artikkeleiden tuloksia, erityisesti historian merkityksen ja klassisuuden suhteen, tuoden esiin my\u00f6s uusia n\u00e4kemyksi\u00e4, kuten Gabriellen tiettyjen persoonallisten piirteiden hy\u00f6dynt\u00e4misen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-06-01T06:29:59Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-01T06:29:59Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "42", "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": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "multimodaalinen diskurssianalyysi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndi-identiteetti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "La construction multimodale de l\u2019identit\u00e9 de marque de Chanel sur son site Internet fran\u00e7ais", "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-202306013423", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "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_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "307", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "WWW-sivut", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "genret", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssi", "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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