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[{"key": "dc.contributor.advisor", "value": "Kiviniemi, Anne-Laure", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Berrahma, Vilma", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-05-06T06:00:00Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-05-06T06:00:00Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/94707", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen aiheena on kenk\u00e4valmistaja Tomsin br\u00e4ndi-identiteetin muodostuminen heid\u00e4n verkkosivuillaan. Aihe on ajankohtainen koska br\u00e4ndi-identiteetist\u00e4 on tullut merkitt\u00e4v\u00e4 kilpailukeino useiden eri toimialojen markkinoilla. Tarkastelemme aihetta diskurssi- ja argumentaatioanalyysin keinoin, joilla pyrimme havainnollistamaan Tomsin br\u00e4ndi-identiteetin eri ominaisuuksia. Diskurssianalyysin avulla pystyimme tunnistamaan millaisia kielellisi\u00e4 keinoja verkkosivut pit\u00e4v\u00e4t sis\u00e4ll\u00e4\u00e4n, mit\u00e4 diskursseja tekstist\u00e4\nl\u00f6ytyy ja mitk\u00e4 ovat br\u00e4ndi-identiteetin ominaisuudet, joita Toms korostaa. Argumentaatioanalyysi puolestaan antoi perustelut br\u00e4ndi-identiteetin ja diskurssien valinnoille. T\u00e4ss\u00e4 tutkimuksessa keskityimme\nerityisesti retoriikassa k\u00e4ytettyihin olemuksen, tunteiden ja j\u00e4rjen vaikutuskeinoihin. Kyseess\u00e4 on laadullinen tutkimus, jonka tavoitteena on kuvailla ilmi\u00f6it\u00e4 ja ymm\u00e4rt\u00e4\u00e4 tutkimuksen teemaa syv\u00e4llisesti.\nAineistona k\u00e4ytimme Tomsin verkkosivujen kohtaan \u201dimpact\u201d, jossa kuvaillaan yrityksen historiaa ja olemassaolon syyt\u00e4, missiota, vaikutusta ymp\u00e4rist\u00f6\u00f6n ja yhteis\u00f6ihin. Verkkosivuilta tunnistimme br\u00e4ndiidentiteetin kolme keskeisint\u00e4 ominaisuutta: innovatiivisuus, hyv\u00e4ntekev\u00e4isyys ja kannattavuus. Innovatiivisuus n\u00e4kyi erityisesti yrityksen historiassa, joka tekee Tomsista poikkeuksellisen toimijan markkinoilla. Hyv\u00e4ntekev\u00e4isyys on my\u00f6s keskeinen osa Tomsin br\u00e4ndi-identiteetti\u00e4, jota argumentoidaan vetoamalla lukijan tunteisiin. Viimeisen\u00e4 br\u00e4ndi-identiteetin osa-alueena on yritystoiminnan kannattavuus, joka luo ristiriitaisuutta. Analyysin tavoitteena on problematisoida identiteetin ristiriitaisuutta ja ymm\u00e4rt\u00e4\u00e4, miten diskursiivisia ja argumentatiivisia keinoja on k\u00e4ytetty luomaan Tomsin yhten\u00e4inen br\u00e4ndi-identiteetti.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2024-05-06T06:00:00Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-05-06T06:00:00Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "27", "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": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Image de marque", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "identit\u00e9 de marque", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "discours", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "argumentation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "logos", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ethos", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "pathos", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "La construction discursive de l'identit\u00e9 de marque de Toms sur son site Internet", "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-202405063444", "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": "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_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": "307", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "diskurssi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "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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