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[{"key": "dc.contributor.advisor", "value": "Kemppainen, Tiina", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Clark, Liisa", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-13T04:57:05Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-13T04:57:05Z", "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/123456789/87655", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Maailman muuttuessa yh\u00e4 enemm\u00e4n yhdistyneeksi ja monimuotoiseksi kysymys siit\u00e4, miten kauneusmainonta vaikuttaa ihmisten min\u00e4kuviin on noussut esiin. T\u00e4m\u00e4n tutkimuksen tavoite on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, miten suomalaiset kuluttajat kokevat inklusiivisuuden kauneusmainonnassa ja mitk\u00e4 inklusiivisuuden osa-alueet ovat kuluttajille t\u00e4rkeit\u00e4 kauneusmainonnassa.\nTutkimukseen osallistujat rekrytoitiin lumipallo-otantamenetelm\u00e4ll\u00e4, alkaen postauksesta sosiaalisessa mediassa. Kev\u00e4\u00e4ll\u00e4 2023 toteutettiin puolistrukturoituja haastatteluja 10 osallistujan kanssa, joiden ik\u00e4 vaihteli 22-72 v\u00e4lill\u00e4 ja jotka sijaitsivat eri puolella Suomea.\nHaastattelut analysoitiin teema-analyysin menetelm\u00e4ll\u00e4. Analyysi korosti haitallisten kauneusihanteiden, tokenististen mainostamispyrkimysten, vanhanaikaisten mainoskampanjoiden ja parantuneen etnisen inklusiivisuuden rooli kuluttajien k\u00e4sityksiss\u00e4 kauneusmainonnan inklusiivisuudesta. Lis\u00e4ksi monimuotoisuuden n\u00e4ytt\u00e4minen, samaistuttavuus, aitous ja identiteetin vahvistaminen nousivat t\u00e4rkeiksi osa-alueiksi kuluttajille. \nSuomen v\u00e4est\u00f6n monimuotoistuessa yksil\u00f6iden ainutlaatuiset erot tulisi ottaa huomioon kauneusmainonnassa. T\u00e4m\u00e4 tutkimus tarjoaa uusia n\u00e4kemyksi\u00e4 kuluttajien k\u00e4sityksist\u00e4 inklusiivisuudesta kauneusmainonnassa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "As the world is becoming more interconnected and diverse, the question of how beauty advertising is affecting people\u2019s self-perceptions has been raised. The aim of this thesis is to increase understanding about how Finnish consum-ers perceive inclusivity in cosmetics advertising and what aspects of inclusivity they find important in beauty advertising. \nParticipants for this study were recruited through snowball sampling, starting with a post on social media. In the Spring of 2023 semi-structured interviews were conducted with 10 participants, aged between 22-72 years and located in different parts of Finland. The interviews were analysed using the thematic analysis method. \nThe analysis highlights the impact of harmful beauty ideals, tokenistic advertising efforts, outdated advertising campaigns, and enhanced racial inclusivity on consumer perceptions of inclusivity in beauty advertising. Furthermore, the representation of diversity, relatability, authenticity, and identity affirmation emerged as important aspects of inclusivity for the consumers. \nAs the population in Finland is becoming more diverse, the unique differences of individuals should be taken into account in beauty advertising. This research offers new insights into consumer perceptions of inclusivity in beauty advertising.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-06-13T04:57:05Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-13T04:57:05Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "68", "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": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "inclusivity", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Reimagining beauty advertising : a qualitative study on consumer perceptions of inclusivity", "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-202306133723", "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": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kauneus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kauneudenhoito", "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": "beauty", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "beauty care", "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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