Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising.
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.
['Lopez-Gonzalez|Hibai|H|http://orcid.org/0000-0003-1249-2623', 'Guerrero-Solé|Frederic|F|http://orcid.org/0000-0001-8145-8707', 'Estévez|Ana|A|', 'Griffiths|Mark|M|']
D000329:Advertising D005715:Gambling D006801:Humans D020407:Internet D019365:Metaphor D010565:Persuasive Communication D013177:Sports
Metaphor Online Sports betting Advertising Gambling Narrative Soccer