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

Vista sencilla de ítem
dc.contributor.authorLópez González, Hibai
dc.contributor.authorGuerrero Solé, Frederic
dc.contributor.authorEstévez Gutiérrez, Ana
dc.contributor.authorGriffiths, Mark D.
dc.date.accessioned2026-03-25T13:45:21Z
dc.date.available2026-03-25T13:45:21Z
dc.date.issued2018-10-30
dc.date.updated2026-03-25T13:45:21Z
dc.description.abstractThe 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.en
dc.description.sponsorshipFunded by the Government of the Basque Country, Spain, under the reference (Eusko Jaurlaritza, POS_2015_1_0062).en
dc.identifier.citationLopez-Gonzalez, H., Guerrero-Solé, F., Estévez, A., & Griffiths, M. (2018). Betting is loving and bettors are predators: a conceptual metaphor approach to online sports betting advertising. Journal of Gambling Studies, 34(3), 709-726. https://doi.org/10.1007/S10899-017-9727-X
dc.identifier.doi10.1007/S10899-017-9727-X
dc.identifier.eissn1573-3602
dc.identifier.issn1050-5350
dc.identifier.urihttps://hdl.handle.net/20.500.14454/5564
dc.language.isoeng
dc.publisherSpringer Science and Business Media, LLC
dc.rights© The Author(s) 2017
dc.subject.otherAdvertising
dc.subject.otherGambling
dc.subject.otherMetaphor
dc.subject.otherNarrative
dc.subject.otherOnline
dc.subject.otherSoccer
dc.subject.otherSports betting
dc.titleBetting is loving and bettors are predators: a conceptual metaphor approach to online sports betting advertisingen
dc.typejournal article
dcterms.accessRightsopen access
oaire.citation.endPage726
oaire.citation.issue3
oaire.citation.startPage709
oaire.citation.titleJournal of Gambling Studies
oaire.citation.volume34
oaire.licenseConditionhttps://creativecommons.org/licenses/by/4.0/
oaire.versionVoR
Archivos
Bloque original
Mostrando 1 - 1 de 1
Miniatura
Nombre:
lópez_betting_2018.pdf
Tamaño:
456.1 KB
Formato:
Adobe Portable Document Format
Descargar
Colecciones
Artículos