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Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising

The legalisation of online gambling in multiple territories has caused a growth in the exposure of consumers to online sports betting (OSB) advertising. While some efforts have been made to understand the visible structure of betting promotional messages, little is known about the latent components...

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Autores principales: Lopez-Gonzalez, Hibai, Guerrero-Solé, Frederic, Estévez, Ana, Griffiths, Mark
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2017
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6096495/
https://www.ncbi.nlm.nih.gov/pubmed/29086114
http://dx.doi.org/10.1007/s10899-017-9727-x
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author Lopez-Gonzalez, Hibai
Guerrero-Solé, Frederic
Estévez, Ana
Griffiths, Mark
author_facet Lopez-Gonzalez, Hibai
Guerrero-Solé, Frederic
Estévez, Ana
Griffiths, Mark
author_sort Lopez-Gonzalez, Hibai
collection PubMed
description The legalisation of online gambling in multiple territories has caused a growth in the exposure of consumers to online sports betting (OSB) advertising. While some efforts have been made to understand the visible structure of betting promotional messages, little is known about the latent components of OSB advertisements. The present study sought to address this issue by examining the metaphorical conceptualisation of OSB advertising. A sample of Spanish and British television OSB advertisements from 2014 to 2016 was analysed (N = 133). Following Lakoff and Johnson’s conceptual metaphor theory, four main structural metaphors that shaped how OSB advertising can be understood were identified: betting as (1) an act of love, (2) a market, (3) a sport, and (4) a natural environment. In general, these metaphors, which were found widely across 29 different betting brands, facilitated the perception of bettors as active players, with an executive role in the sport events bet upon, and greater control over bet outcomes.
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spelling pubmed-60964952018-08-24 Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising Lopez-Gonzalez, Hibai Guerrero-Solé, Frederic Estévez, Ana Griffiths, Mark J Gambl Stud Original Paper The legalisation of online gambling in multiple territories has caused a growth in the exposure of consumers to online sports betting (OSB) advertising. While some efforts have been made to understand the visible structure of betting promotional messages, little is known about the latent components of OSB advertisements. The present study sought to address this issue by examining the metaphorical conceptualisation of OSB advertising. A sample of Spanish and British television OSB advertisements from 2014 to 2016 was analysed (N = 133). Following Lakoff and Johnson’s conceptual metaphor theory, four main structural metaphors that shaped how OSB advertising can be understood were identified: betting as (1) an act of love, (2) a market, (3) a sport, and (4) a natural environment. In general, these metaphors, which were found widely across 29 different betting brands, facilitated the perception of bettors as active players, with an executive role in the sport events bet upon, and greater control over bet outcomes. Springer US 2017-10-30 2018 /pmc/articles/PMC6096495/ /pubmed/29086114 http://dx.doi.org/10.1007/s10899-017-9727-x Text en © The Author(s) 2017 Open AccessThis article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
spellingShingle Original Paper
Lopez-Gonzalez, Hibai
Guerrero-Solé, Frederic
Estévez, Ana
Griffiths, Mark
Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising
title Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising
title_full Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising
title_fullStr Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising
title_full_unstemmed Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising
title_short Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising
title_sort betting is loving and bettors are predators: a conceptual metaphor approach to online sports betting advertising
topic Original Paper
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6096495/
https://www.ncbi.nlm.nih.gov/pubmed/29086114
http://dx.doi.org/10.1007/s10899-017-9727-x
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