All in! The commercial advertising of offshore gambling on television

John L. McMullan; Delthia Miller

doi:10.4309/jgi.2008.22.6

journal article Dec 01, 2008

All in! The commercial advertising of offshore gambling on television

John L. McMullan Delthia Miller

Journal of Gambling Issues No. 22 pp. 230 · Concurrent Disorders Society Press

View at Publisher Save 10.4309/jgi.2008.22.6

Abstract

There is a paucity of research on the advertising of gambling, especially the intensely marketed Internet poker and blackjack games. This study examines ads that aired on cable television in one Canadian jurisdiction. Using quantitative and qualitative methods, we analyze 64 distinct commercials that aired 904 times over a 6-month period. Our findings show that these ads target audiences along age, gender, and ethnic lines and mobilize celebrities, excitement, and humour as persuasive techniques to promote the view that on-line gambling is an entertainment experience in which skill prevails over luck, winning dominates losing, fantasy overshadows reality, leisure trumps work, and the potential for personal change eclipses the routines of everyday life. We conclude that the e-gambling advertising assemblage, with its high-volume exposure, attractiveness, pervasiveness, and repetitiveness of messaging is now an embedded feature of everyday life that is especially connected to popular sport culture and to the fun ethic of contemporary consumer culture.

Topics

No keywords indexed for this article. Browse by subject →

References

51

[1]

Agres S.J. (1990)

[2]

Banks M. (2001) 10.4135/9780857020284

[3]

Barthes R. (1973)

[4]

10.4309/jgi.2007.20.5

[5]

10.1080/14459790701387667

[6]

Chapman S. (1983)

[7]

10.1080/10810730500228904

[8]

Clotfelter C.T. (1989)

[9]

Coffey A. (1996)

[10]

D-Code Inc (2006)

[11]

DeJong W. Journal of Public Health Management & Practice (2000) 10.1097/00124784-200006030-00006

[12]

10.1023/b:jogs.0000016701.17146.d0

[13]

10.1007/s10899-006-9009-5

[14]

Derevensky J. (2007)

[15]

Dominick J. (1978)

[16]

Elliott R. (1999) 10.4135/9781446280058.n8

[17]

Goffman E. (1976) 10.1007/978-1-349-16079-2

[18]

10.1093/her/12.4.505

[19]

10.1089/109493103322725333

[20]

Griffiths M. eCommunity: International Journal of Mental Health and Addiction (2005)

[21]

10.4309/jgi.2007.20.9

[22]

10.1023/a:1009433014881

[23]

Gulas C.S. (2006)

[24]

Jones R.A. (1996)

[25]

Korn D. (2007)

[26]

Korn D. (2003)

[27]

Manning P.K. (1994)

[28]

10.1177/0196859901025001004

[29]

Maxfield M.G. (2001)

[30]

10.1080/14459790500303147

[31]

10.1080/09581590500372345

[32]

McMullan J.L. (2008)

[33]

10.1023/a:1013691813978

[34]

10.1093/heapro/dah509

[35]

Myers K. (1983)

[36]

Neuman L.W. (2003)

[37]

10.1007/bf00148355

[38]

Pateman T. (1983)

[39]

10.1177/107769909707400306

[40]

10.1007/bf02104901

[41]

Sherry J.F. (1987) 10.1515/9783110853254.441

[42]

Skinner H. Canadian Journal of Public Health (2004) 10.1007/bf03405128

[43]

Sturken M. (2001)

[44]

10.1080/713684376

[45]

Tellis G. J. (2004) 10.4135/9781452229379

[46]

10.4309/jgi.2007.20.3

[47]

Turner N.E. Journal of Gambling Issues (2004)

[48]

Principles of Critical Discourse Analysis

Teun A. van Dijk

Discourse & Society 10.1177/0957926593004002006

[49]

10.4309/jgi.2008.21.8

[50]

10.1089/cpb.2006.9944

Showing 50 of 51 references

Cited By

51

The impact of video game use of dark patterns and random reward mechanisms on the youth: A systematic literature review

Joan Arnedo-Moreno, Joan J. Pons López · 2026

Entertainment Computing

The symbolic construction of sports betting products

Hibai Lopez-Gonzalez, Mark D. Griffiths · 2021

International Gambling Studies

Metrics

51

Citations

51

References

Details

Published: Dec 01, 2008
Vol/Issue: (22)
Pages: 230

Authors

Cite This Article

John L. McMullan, Delthia Miller (2008). All in! The commercial advertising of offshore gambling on television. Journal of Gambling Issues(22), 230. https://doi.org/10.4309/jgi.2008.22.6

All in! The commercial advertising of offshore gambling on television

You May Also Like