Browsing by Subject "unelmat"

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  • Kalli, Mikko (Helsingfors universitet, 2011)
    Aim of this master's thesis paper for consumer economics, is to research gambling advertisements in Finland over a period of 35 years, from 1970 to 2006. Veikkaus Oy (later Veikkaus), was founded in 1940, as one of the three licensed gambling organizations in Finland. Material for the current research comprised 1494 advertisements published by Veikkaus in newspapers and magazines at that time. Veikkaus has the exclusive licence to organize lotto games, sport games, instant games and other draw games in Finland. The other two operators, The Finnish Slot Machine Association RAY and Fintoto (on-track horse betting), were not included in the current analysis. This study has been completed according to research contract and grand by the Finnish Foundation for Gaming Research (Pelitoiminnan tutkimussäätiö). In general, advertisements reflect surrounding culture and time, and their message is built on stratified meanings, symbols and codes. Advertising draws the viewer's attention, introduces the advertised subject, and finally, affects the individual's consumption habits. However, advertisements not only work on individual level, but also influence public perception of the advertised product. Firstly, in order to assess gambling as a phenomenon, this paper discusses gambling as consumer behaviour, and also reviews history of gambling in Finland. Winning is a major feature of gambling, and dreaming about positive change of life is a centre of most gambling ads. However, perceived excitement through risk of losing can also be featured in gambling ads. Secondly, this study utilizes Veikkaus’ large advertising archives, were advertising data is analyzed by content analysis and the semiotic analysis. Two methods have been employed to support analyzing outcome in a synergistic way. Content analysis helps to achieve accuracy and comprehensiveness. Semiotic analysis allows deeper and more sensitive analysis to emerged findings and occurrences. It is important to understand the advertised product, as advertising is bound to the culture and time. Hence, to analyze advertising, it is important to understand the environment where the ads appear. Content analysis of Veikkaus data discovered the main gambling and principal advertisement style for each.period. Interestingly, nearly half of Veikkaus’ advertisements promoted topic other than “just winning the bet”. Games of change, like Lotto, typically advertised indirectly represented dreams about winning. In the category of skill gambling, features were represented as investment, and the excitement of sporting expertise was emphasized. In addition, there were a number of gambling ads that emphasize social responsibility of Veikkaus as a government guided organization. Semiotic methods were employed to further elaborate on findings of content analysis. Dreaming in the advertisements was represented by the product of symbols, (e.g. cars and homes) that were found to have significance connection with each other. Thus, advertising represents change of life obtained by the winning. Interestingly, gambling ads promoting jackpots were often representing religious symbolisms. Ads promoting social responsibility were found to be the most common during economical depression of the 90’s. Deeper analysis showed that at that time, advertisements frequently represented depression-related meanings, such as unemployment and bank loans. Skill gaming ads were often represented by sports expertise – late 90’s, their number started sky rocketing, and continued increasing until 2006 (when this study ended). One may conclude that sport betting draws its meanings from the relevant consumer culture, and from the rules and features of the betted sport.
  • Timonen, Päivi (Kuluttajatutkimuskeskus, 2005)
    Kuluttajatutkimuskeskus. Työselosteita ja esitelmiä 86
  • Stipa, Anita (Helsingfors universitet, 2014)
    Tutkimus tarkasteli nuorten tanssijoiden arvoja ja unelmia kuuden alle 30-vuotiaan tanssijan ja tanssinopiskelijan teemahaastattelujen ja kvantitatiivisen arvomittauksen avulla. Tanssijoiden arvoista ei ole aikaisempaa tutkimusta, joten tutkimus täyttää aukon kirjallisuudessa. Tanssija on ammattina lähellä taiteilijaa, mutta myös huippu-urheilijaa. Knafo js Sagiv (2004) saivat tutkimuksessaan tukea hypoteesille että taiteilijat ovat arvoiltaan itseohjautuvia ja universalistisia. Kun huippu-urheilu on jo määritelmän mukaan suoriutumista, voi olettaa, että urheilijoiden arvoissa korostuu suoriutuminen. Tutkimuskysymykset koskivat paitsi sitä, mitä arvoja nuorilla tanssijoilla on, myös sitä, kuinka arvot ovat vaikuttaneet tanssijan uran valintaan, kuinka arvot heijastuvat haastatteluissa, kuinka tanssi heijastaa arvoja sekä mitä ja minkälaisia unelmia nuorilla tanssijoilla on. Tanssin tiedotuskeskuksen, Teatterikorkeakoulun ja tanssiteatterien kautta tavoitettiin haastateltaviksi kuusi alle 30-vuotiasta naispuolista tanssijaa ja tanssinopiskelijaa. Tutkimuskysymyksiä kartoitettiin puolistrukturoidussa teemahaastattelussa., jossa kysyttiin ensin tanssijoiden taustaa, sitten unelmia, arvoja, tulevaisuudenodotuksia, työssäkäyntiä, liikkumista yleensä tanssissa ja liikettä musiikkiin, tanssin yhteyttä elämän tarkoitukseen, tanssimaailmaa, tanssin tasoa ja roolien saantia. Lopuksi tutkittavat täyttivät Schwartzin arvokyselyn suomalaisen version (Pohjanheimo 1997), jossa oli 72 osiota. Teemahaastatteluissa nuoret tanssijat määrittelivät keskeisiksi arvoikseen tyypillisesti inhimillisyyden ja ihmisläheisyyden. Pipsa Niemisen mukaan (1998) on neljä syytä harrastaa tanssia: itseilmaisu, sosiaaliset kontaktit, kehon kiinteys ja hyvinvointi ja saavutus/ esiintyminen. Haastateltavani korostivat sisäistä halua, kehon ja liikkumisen tarvetta, he tanssivat onnellisuuden ja elämänilon takia ja itseilmaisun takia. Korostui se seikka ettei kukaan valitse tätä uraa rahan takia. Tanssijoiden arvohierarkiassa ensimmäisenä oli hyväntahtoisuus ja toisena itseohjautuvuus, kolmantena universalismi. Kun tanssijoiden arvoja verrattiin samanikäisiin suomalaisiin naisiin yleensä Puohiniemen (2006) tutkimuksen mukaan, tanssin harrastajille itseohjautuvuus, virikkeisyys ja suoriutuminen olivat paljon tärkeämpiä kuin nuorille suomalaisnaisille keskimäärin. Vähemmän tärkeitä taas olivat yhdenmukaisuus ja turvallisuus, mikä vastaa Knafon ja Sagivin (2004) havaintoja. Unelmia oli pysyä terveenä ja kehollisesti hyvässä kunnossa, saada töitä, perhe ja jopa talo, matkustelu.
  • Wagner-Andrianne, Lili (Helsingin yliopisto, 2019)
    The aim of this study is to examine the consumerism of young people through the content of their dream wardrobe. The study takes an interest also on young consumers self-image building through closing. The material of the study consists of 76 essays gathered from a high school in Espoo, south of Finland. The study is a qualitative study and the narrative research approach is used to analyse the most repetitive themes among the stories. Finnish young people have grown in an atmosphere of diverse consumption opportunities and their consumerism contains multiple voices. Based on the analysis, it can be stated that the young people's clothing consumption dreams are mainly based on themes of identity, hedonism and sustainability. Young consumers do not experience contradiction between enjoyable, sensible and sustainable consumption. Clothes are seen as tools of self-expression, self-image and status. While young people recognize the ecological and ethical values associated with clothing consumption, their clothing patterns are driven by the lifestyle of the hedonistic consumption created by the media. Dressing etiquette and normality are still present in the lives of young people, and deviation from those is done with caution. Young people want to have more clothes and wish these to represent recognizable luxury. Among young consumers especially girls are open to supporting ecological and ethical values in their clothing purchase, but the behaviour supporting these values seems to be problematic in its implementation. Young people have an interest towards sustainable clothing, but the clothes favoured by such values must be fashionable and easily accessible.