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[{"key": "dc.contributor.author", "value": "Parviainen, Ida", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-06-05T06:07:15Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-06-05T06:07:15Z", "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/123456789/95514", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Waterdrop br\u00e4ndi perustettiin vuonna 2016 ja se on saanut suosiota viime vuosien aikana ymp\u00e4ri maailmaa. Waterdropin keskeisin myyntituote on microdrinkit, jotka ovat pieni\u00e4 sokerittomia kuutioita ja ne sekoittavat hedelm\u00e4isi\u00e4 makuja sek\u00e4 vitamiineja nopeasti mihin tahansa veteen. T\u00e4m\u00e4n tutkielman tarkoituksena on tutkia Waterdropin br\u00e4ndi-identiteetin koostumista br\u00e4ndin virallisella eurooppalaisella verkkosivustolla. Valitsin br\u00e4ndiksi Waterdropin, koska se on kiehtova ja innovatiivinen br\u00e4ndi. P\u00e4\u00e4tin tutkia br\u00e4ndi-identiteetti\u00e4, koska olen ollut kiinnostunut pitk\u00e4\u00e4n siit\u00e4, miten nykyaikaiset br\u00e4ndit rakentavat br\u00e4ndi-identiteetti\u00e4\u00e4n verkkosivustojen avulla. Tavoitteena on saada selville, kuinka Waterdrop rakentaa br\u00e4ndi-identiteetti\u00e4 multimodaalisesti verkkosivustollaan sek\u00e4 miten Waterdrop hy\u00f6dynt\u00e4\u00e4 v\u00e4rej\u00e4 br\u00e4ndi-identiteetin rakentamisessa ja sen yll\u00e4pidossa. Tutkimuksen aineisto koostuu kymmenest\u00e4 (10) kuvankaappauksesta, jotka ovat otettu Waterdropin verkkosivuston p\u00e4\u00e4sivulta, valituilta tuotesivuilta ja ainekset sivulta. Aineistoa tutkittiin multimodaalisen diskurssi analyysin ja v\u00e4riteorian n\u00e4k\u00f6kulmasta, keskittyen kieleen, sanavalintoihin, v\u00e4rien mielleyhtymiin, ihmisiin ja kuvakkeisiin. Tutkimuksen analyysist\u00e4 selvisi, ett\u00e4 Waterdrop k\u00e4ytt\u00e4\u00e4 yksinkertaisia kuvakkeita, lauseita sek\u00e4 valoisia, elinvoimaisia ja hienovaraisia v\u00e4rej\u00e4, joilla on positiivisia yhdisteit\u00e4 tunteisiin. Waterdrop soveltaa my\u00f6s paljon adjektiiveja, korostaa sanaa \u201dyksinkertainen\u201d, k\u00e4ytt\u00e4\u00e4 markkinoinnin taktiikoita metaforasta persoonapronominin \u201dsin\u00e4\u201d asti ja toisinaan k\u00e4ytt\u00e4\u00e4 adjektiivin superlatiivimuotoa osoittamaan Waterdropin korkeaa laatua. Waterdropin br\u00e4ndi-identiteetti rakentuu siis multimodaalisesti v\u00e4rivalintojen kautta, jotka antavat positiivisia mielleyhtymi\u00e4 v\u00e4riharmonian avulla ja koheesiosta tekstin ja visuaalisen puolen v\u00e4lill\u00e4. Se koostuu my\u00f6s ammattimaisuudesta, uskottavuudesta, luotettavuudesta, ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisyydest\u00e4 ja yksinkertaisesta ajattelutavasta, kun yritys kuvaa Waterdropin k\u00e4ytett\u00e4vyytt\u00e4 sek\u00e4 toteuttaessa verkkosivuston elementtej\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2024-06-05T06:07:15Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-06-05T06:07:15Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "44", "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": "Waterdrop", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand identity", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "MDA", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "colour theory", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201cSimple and reliable Waterdrop\u201d : Analysis of the brand identity construction on Waterdrop\u2019s European website", "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-202406054275", "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": "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": "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": "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_bdcc", "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": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "301", "language": null, "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": "multimodaalisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "v\u00e4rit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkosivustot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "multimodality", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "colours", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "websites", "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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