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[{"key": "dc.contributor.advisor", "value": "Luukkanen-Hirvikoski, Teija", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Niemi-Kaija, Helmi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-03-18T06:52:25Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-03-18T06:52:25Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/93960", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 maisterintutkielmassa tarkastellaan tunnetun taidekuvaston hy\u00f6dynt\u00e4mist\u00e4 mainoskuvan kontekstissa. Aihetta k\u00e4sitell\u00e4\u00e4n aikakauslehdiss\u00e4 vuonna 2006 julkaistun RAY:n mainoskampanjan Pidet\u00e4\u00e4n huolta n\u00e4k\u00f6kulmasta. Tutkimusaineistona on kuusi kampanjan mainoskuvaa, joista viisi pohjautuu Suomen kultakauden aikaisiin maalauksiin ja yksi elokuvaan Tuntematon sotilas. Tutkimuksen tutkimusmenetelm\u00e4n\u00e4 toimii visuaalinen analyysi ja teoriapohjana semiotiikka sek\u00e4 intertekstuaalisuuden k\u00e4site. Se toteutetaan vertailemalla kampanjan kuvia niit\u00e4 inspiroineeseen kuvastoon sek\u00e4 tarkastelemalla mainoksissa ilmenevi\u00e4 visuaalisia tekij\u00f6it\u00e4. K\u00e4sitelt\u00e4viksi aiheiksi nousevat erityisesti kotimaisen taidekuvaston intertekstuaalinen k\u00e4ytt\u00f6, suomalaisuus, tunnepitoiset vaikutuskeinot sek\u00e4 t\u00e4h\u00e4n usein yhdistyv\u00e4 lapsuuden teeman korostaminen. \nAnalyysi osoittaa, ett\u00e4 RAY:n mainoskampanjassa hy\u00f6dynnet\u00e4\u00e4n tunnettua taidekuvastoa erityisesti sen tunnistettavuuden takia. Kuvien selke\u00e4st\u00e4 modernisoinnista huolimatta useimmat rahapelej\u00e4 pelaavat suomalaiset osaavat nimet\u00e4 ainakin osan viittauksista ja kokevat ne siit\u00e4 syyst\u00e4 heti tutuiksi ja turvallisiksi. Mainoskuvat luovat siten tunteen yhteenkuuluvuudesta RAY:hin ja sen edustamiin arvoihin, vaikka aikaisempaa suhdetta yhdistykseen ei olisikaan. Taidekuvaston kautta pystyt\u00e4\u00e4n my\u00f6s helposti tuomaan esille erin\u00e4isi\u00e4 RAY:n kaupalliselle imagolle t\u00e4rkeit\u00e4 teemoja, kuten yhteis\u00f6llisyytt\u00e4 ja kotimaisuutta. J\u00e4lkimm\u00e4ist\u00e4 teemaa tuodaan esille erityisesti historialliseen nostalgiaan vetoamisen kautta. Taiteen intertekstuaalisuuden kautta mainoskuviin on luotu tarinallinen aspekti, joka vetoaa kuluttajien tunteisiin. Tunteisiin vetoavina tekij\u00f6in\u00e4 voidaan esitt\u00e4\u00e4 erityisesti koskettavat el\u00e4m\u00e4ntilanteet sek\u00e4 lasten kuvaamisen, joiden kautta on pystytty tuomaan koskettavasti esille RAY:n tukemia erin\u00e4isi\u00e4 hyv\u00e4ntekev\u00e4isyyskohteita.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2024-03-18T06:52:25Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-03-18T06:52:25Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "63", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "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": "mielikuvamainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "RAY", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Pidet\u00e4\u00e4n huolta -kampanja", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Pidet\u00e4\u00e4n huolta : mielikuvamainontaa taiteen keinoin RAY:n mainoskampanjassa (2006)", "language": null, "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-202403182475", "language": null, "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": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Music, Art and Culture Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Musiikin, taiteen ja kulttuurin tutkimuksen laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Art History", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Taidehistoria", "language": "fi", "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": "310", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": 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