| Título: | Way to Play: Analyzing Gambling Ads for Their Appeal to Underage Youth |
| Autores: |
Sklar, Alissa; McGill University Derevensky, Jeffrey L; McGill University |
| Fecha: | 2011-01-06 |
| Publicador: | Canadian Journal of Comumunication |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article research-article info:eu-repo/semantics/publishedVersion |
| Tema: |
Communication; Media Studies; Psychology Psychology; Media/mass media; Content analysis; Advertising |
| Descripción: | ABSTRACT This study is the first in Canada to look at gambling ads from a variety of media sources from different provincial lotteries, with 127 television, radio, print, and public-display ads obtained from the Atlantic Lottery Corporation, Ontario Lottery and Gaming Corporation, Loto-Québec, and the Western Lottery Corporation. Ads were coded for recurring themes, symbols, and discourses using a qualitative software program and analyzed, with their appeal to youth forming the framework for analysis. Major findings include the discussion of nine key themes: easy money, dream, social status, glamour, regular folks, sports, excitement, humour, and youth culture. These themes are discussed in terms of their specific appeal to youth audiences, and their significance is related to existing literature.RÉSUMÉ Cette étude est la première au Canada à analyser des publicités sur le jeu provenant de médias et de loteries provinciales divers, examinant 127 annonces pour la télévision, la radio, la presse écrite et les panneaux publicitaires obtenues de Loto Atlantique, de la Société des loteries et des jeux de l’Ontario, de Loto-Québec et du Western Canada Lottery Corporation. Au moyen d’un logiciel pour la recherche qualitative, nous avons recensé et analysé les thèmes, symboles et discours récurrents dans ces publicités, leur attrait pour les jeunes constituant notre cadre d’analyse principal. Nos résultats ont mené à la discussion de neuf thèmes clés : l’argent facile, le rêve, le statut social, le glamour, les gens comme vous et moi, les sports, l’excitation, l’humour et la culture de jeunesse. Nous discutons ces thèmes par rapport à leur signification aux travaux actuels sur le sujet. |
| Idioma: | Inglés |
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