Betting is loving and bettors are predators: a conceptual metaphor approach to online sports betting advertising

Lopez-Gonzalez, H., Guerrero-Solé, F., Estévez, A. and Griffiths, M. ORCID: 0000-0001-8880-6524, 2017. Betting is loving and bettors are predators: a conceptual metaphor approach to online sports betting advertising. Journal of Gambling Studies. ISSN 1573-3602

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Abstract

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.

Item Type: Journal article
Publication Title: Journal of Gambling Studies
Creators: Lopez-Gonzalez, H., Guerrero-Solé, F., Estévez, A. and Griffiths, M.
Publisher: Springer
Date: 30 October 2017
ISSN: 1573-3602
Identifiers:
NumberType
10.1007/s10899-017-9727-xDOI
Rights: © The Author(s) 2017. This article is an open access publication. This 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.
Divisions: Schools > School of Social Sciences
Depositing User: Jill Tomkinson
Date Added: 07 Nov 2017 15:17
Last Modified: 07 Nov 2017 15:17
URI: http://irep.ntu.ac.uk/id/eprint/31991

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