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[{"key": "dc.contributor.advisor", "value": "M\u00e4ntym\u00e4ki, Helen", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hypp\u00f6l\u00e4, Jenni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-06T05:11:09Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-06T05:11:09Z", "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/123456789/87450", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Veganismi on yleistynyt hurjasti viimeisten vuosien aikana, ja sen my\u00f6t\u00e4 my\u00f6s vegaanisien tuotteiden mainonta. T\u00e4ss\u00e4 kandidaatin tutkielmassa selvitet\u00e4\u00e4n, ett\u00e4 kuinka vegaanisten kosmetiikkatuotteiden mainonnassa rakennetaan ja yll\u00e4pidet\u00e4\u00e4n vegaani-identiteetti\u00e4. Nelj\u00e4\u00e4 vegaanisten kosmetiikkatuotteiden mainosta analysoitiin multimodaalisen diskurssianalyysin n\u00e4k\u00f6kulmasta kiinnitt\u00e4en huomiota eri kuvaelementteihin, kuten v\u00e4reihin, sommitteluun, sek\u00e4 kirjoitettuun tekstiin.\nMainokset pyrkiv\u00e4t puhutella niin \u201dtavallisia\u201d kuluttajia kuin my\u00f6s jo vegaanisuudesta kiinnostuneita. Ne loivat vahvasti konnotaatiota vegaanisuuden ja hyv\u00e4n tekemisen ymp\u00e4rille. Mainoskuvissa esiintyi syd\u00e4nsymboleita, kielellist\u00e4 retoriikkaa, sek\u00e4\nvaihtoehtoiskulttuuriin viittaavia elementtej\u00e4, kuten fontteja ja v\u00e4rivalintoja. Lis\u00e4ksi kuvissa kerrottiin tuotteiden vegaanisuus eksplisiittisesti, sill\u00e4 muussa tapauksessa se olisi\nep\u00e4selv\u00e4\u00e4. Kaksi ensimm\u00e4ist\u00e4 mainoskuvaa sis\u00e4lsiv\u00e4t lis\u00e4ksi eniten erilaisia vaikuttamiskeinoja, ja valinnoillaan puhuttelivat suurempaa yleis\u00f6\u00e4 kuin kaksi j\u00e4lkimm\u00e4ist\u00e4 kuvaa.\nT\u00e4m\u00e4 tutkielma ei kuitenkaan anna perinpohjaista tietoa mainoskuvien vaikutuksesta vegaani-identiteetin rakentumiseen pienen datam\u00e4\u00e4r\u00e4n vuoksi, mutta se her\u00e4tt\u00e4nee lis\u00e4\u00e4 mielenkiintoa vegaani-identiteetin tutkimisesta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-06-06T05:11:09Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-06T05:11:09Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "22", "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": "vegan", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "multimodal discourse analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "critical discourse analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Make It Vegan : How Advertisements for Cosmetics Construct Vegan Representation", "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-202306063521", "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": "veganismi", "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": "kosmeettiset tuotteet", "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": "veganism", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "discourse analysis", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "cosmetic products", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "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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