Creating symbolic cultures of consumption: an analysis of the content of sports wagering advertisements in Australia
MetadataShow full item record
Background: Since 2008, Australia has seen the rapid emergence of marketing for online and mobile sports wagering. Previous research from other areas of public health, such as tobacco and alcohol, has identified the range of appeal strategies these industries used to align their products with culturally valued symbols. However, there is very limited research that has investigated the tactics the sports wagering industry uses within marketing to influence the consumption of its products and services. Method: This study consisted of a mixed method interpretive content analysis of 85 sports wagering advertisements from 11 Australian and multinational wagering companies. Advertisements were identified via internet searches and industry websites. A coding framework was applied to investigate the extent and nature of symbolic appeal strategies within advertisements. Results: Ten major appeal strategies emerged from this analysis. These included sports fan rituals and behaviours; mateship; gender stereotypes; winning; social status; adventure, thrill and risk; happiness; sexualised imagery; power and control; and patriotism. Symbols relating to sports fan rituals and behaviours, and mateship, were the most common strategies used within the advertisements. Discussion/Conclusions: This research suggests that the appeal strategies used by the sports wagering industry are similar to those strategies adopted by other unhealthy commodity industries. With respect to gambling, analysis revealed that strategies are clearly targeted to young male sports fans. Researchers and public health practitioners should seek to better understand the impact of marketing on the normalisation of sports wagering for this audience segment, and implement strategies to prevent gambling harm.
This open access article is distributed under the Creative Commons license http://creativecommons.org/licenses/by/4.0/
Showing items related by title, author, creator and subject.
A comparative content analysis of media reporting of sports betting in Australia: Lessons for public health media advocacy approachesDavid, J.; Thomas, S.; Randle, M.; Bowe, S.; Daube, Mike (2017)© 2017 The Author(s). Background: Harmful gambling is a significant public health issue. There has been widespread discussion in the Australian media about the extent and impact of sports betting on the Australian community, ...
What do children observe and learn from televised sports betting advertisements? A qualitative study among Australian childrenPitt, H.; Thomas, S.; Bestman, A.; Daube, Mike; Derevensky, J. (2017)Objective: To explore children's awareness of sports betting advertising and how this advertising may influence children's attitudes, product knowledge and desire to try sports betting. Methods: Semi-structured qualitative ...
Do betting advertisements contain attention strategies that may appeal to children? An interpretative content analysisPitt, H.; Thomas, S.; Bestman, A.; Randle, M.; Daube, Mike (2018)© 2017 Australian Health Promotion Association Issue addressed: Concerns have been raised about the expansion of sports betting marketing and the impact it may have on children's gambling attitudes and behaviours. This ...