Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising

  • Autors
  • Lopez-Gonzalez, Hibai; Guerrero-Solé, Frederic; Estévez, Ana; Griffiths, Mark D
  • Autors UPF
  • GUERRERO SOLE, FREDERIC; LOPEZ GONZALEZ, HIBAI;
  • Tipus
  • Articles de recerca
  • Títol revista
  • Journal of Gambling Studies
  • Any de publicació
  • 2018
  • Volum
  • 34
  • Número
  • 3
  • Pàgines
  • 709-726
  • ISSN
  • 1050-5350
  • Estat de publicació
  • Publicat
  • Abstract
  • apos;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.
  • Citació completa
  • Lopez-Gonzalez, Hibai; Guerrero-Solé, Frederic; Estévez, Ana; Griffiths, Mark D. Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising. Journal of Gambling Studies 2018; 34(3): 709-726.
Indicadors bibliomètrics
  • 18 Cites a Scopus
  • 20 Cites a WOS
  • Índex Scimago de 1.137(2018)