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

López González, Hibai, 1983-; Guerrero Solé, Frederic; Estévez, Ana; Griffiths, Mark, 1966-

dc.contributor.author	López González, Hibai, 1983-
dc.contributor.author	Guerrero Solé, Frederic
dc.contributor.author	Estévez, Ana
dc.contributor.author	Griffiths, Mark, 1966-
dc.date.accessioned	2017-11-30T15:10:40Z
dc.date.available	2017-11-30T15:10:40Z
dc.date.issued	2018
dc.identifier.citation	Lopez-Gonzalez H, Guerrero-Solé F, Estévez A, Griffiths M. Betting is loving and bettors are predators: a conceptual metaphor approach to online sports betting advertising. J Gambl Stud. 2017;34:709-26. DOI: 10.1007/s10899-017-9727-x
dc.identifier.issn	1050-5350
dc.identifier.uri	http://hdl.handle.net/10230/33416
dc.description.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.
dc.description.sponsorship	First author is funded by the Government of the Basque Country, Spain, under the reference (Eusko Jaurlaritza, POS_2015_1_0062).
dc.format.mimetype	application/pdf
dc.language.iso	eng
dc.publisher	Springer
dc.relation.ispartof	J Gambl Stud. 2017;34:709-26. DOI: 10.1007/s10899-017-9727-x
dc.rights	© The Author(s) 2017 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.
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/
dc.title	Betting is loving and bettors are predators: a conceptual metaphor approach to online sports betting advertising
dc.type	info:eu-repo/semantics/article
dc.identifier.doi	http://dx.doi.org/10.1007/s10899-017-9727-x
dc.subject.keyword	Gambling
dc.subject.keyword	Metaphor
dc.subject.keyword	Narrative
dc.subject.keyword	Online
dc.subject.keyword	Soccer
dc.subject.keyword	Sports betting
dc.subject.keyword	Advertising
dc.rights.accessRights	info:eu-repo/semantics/openAccess
dc.type.version	info:eu-repo/semantics/publishedVersion