Denna studie kommer behandla casinoreklam som har sänts på svensk tv. Studien kommer att undersöka hur Mobilbet och Unibet använder sig av retoriska verktyg i sina reklamfilmer genom övertygelse argumenten: ethos, pathos och logos. Fyra stycken reklamfilmer kommer att analyseras, varav två är fällda hos Reklamombudsmannen och de resterande har sänts på tv under hösten 2016.Studien kommer först att introducera relevant bakgrundsinformation om tv-reklam, retorik, ICC:s regelverk samt marknadsföringslagen. Analysen utgår metodologiskt från retorikanalysens sexstegsmodell av Karlberg och Mral för att på så sätt kunna bryta ner reklamfilmernas kontext i mindre delar och genomföra en sammanställning och en övergripande analys. Modellen utgår från sex steg och med hjälp utifrån dessa steg samt tillhörande frågeställningar har en retorisk analys genomförts av reklamfilmerna. Studien har visat att både Mobilbet och Unibet använder sig av ethos-, pathos- och logosargument i sina reklamfilmer. De logiska argument som används i Mobilbets och Unibets reklamfilmer från 2013/2014 brister och har inte tillräckligt med stödargument. Unibet är det företag som tydligast visat på en förändring i användandet av retoriska verktyg efter en fällning hos Reklamombudsmannen. Detta genom att stärka sina logosargument med fler stödargument i reklamen från hösten 2016. / This study is researching gambling-commercials that aired on Swedish television channels, and examines how Mobilbet and Unibet uses rhetorical tools in their tv commercials with the form of beliefs by arguments: ethos, pathos and logos. Four commercials were investigated, two of which that were condemned by the Advertising Union representative and the remaining two have been broadcast on television in the fall of 2016. The study will introduce relevant background information about tv commercials, rhetoric, regulations within the ICC and Marketing Practises Act. The analysis is based methodologically from the rhetoric analysis six-step model of Karlberg and Mral in order to be able to break down the tv commercials context into smaller parts, and undertake a comprehensive compilation and analysis. The model is based on the six stages and with the help from these steps and related issues, it was helpful for the rhetorical analysis in order for it to be able to carry on and research the selected commercials. The study has shown that both Mobilbet and Unibet use ethos-, pathos- and logoargument to convince through their advertising. The logo argument Mobilbet and Unibet used in their commercials from 2013/2014 do not have enough of support arguments. Unibet has been the company that has demonstrated the clear changes in their use of rhetoric tools in the tv commercials from autumn 2016 in their way of convince, because they have tried to strengthen their logo arguments with more supporting arguments.

I följande uppsats undersöks den svenska spelbolagsmarknaden och dess marknadsföring. Tyngdpunkten ligger på att undersöka hur konsumenternas attityd till de svenska spelbolagens marknadsföring ser ut och vad som ligger till grund för denna attityd. I uppsatsen används tre olika metoder för att ge en så tydlig bild av ämnet som möjligt. Metoderna som används är enkäter och intervjuer med konsumenter, samt systematisk observation av de sex spelbolag med högst marknadsföringskostnader 2018. Enkäten genomfördes digitalt med syftet att skapa en bild av konsumenternas åsikter kring ämnet och gav 104 svar. Tre stycken intervjuer med konsumenter gjordes via telefon för att skapa en djupare förståelse kring konsumenternas åsikter och observationer genomfördes av de utvalda spelbolagens marknadsföring via TV och digitala kanaler, såsom sociala medier och deras egna hemsidor, för att skapa en mer objektiv bild av hur spelbolagen faktiskt arbetar med sin marknadsföring. Ett teoretiskt ramverk används i studien baserat på teorier inom marknadsföring, konsumentbeteende samt konsumentupplevelse. Teorierna används för att forma enkät- och intervjufrågor, skapa observationsscheman samt för att kunna genomföra grundliga analyser av empirin. Sammanfattningsvis visade resultatet av studien att det går att se differentiering mellan spelbolagen, främst mellan betting- och casinobolag, samt att bland annat mängden marknadsföring som konsumenter utsätts för påverkar bilden av spelbolagens marknadsföring till det negativa. / In the following study the Swedish betting- and gambling industry and the companies’ marketing is being investigated. The main focus is exploring how the customers attitude is towards the Swedish betting- and gambling companies and their marketing, and what the foundation of the customers attitude is based on. For the study three different methods were used to give the best picture possible of the subject. The methods that were used were surveys and interviews with the customers and systematic observations of the six companies with the highest marketing costs for 2018. The survey was done digitally, and received 104 answers, with the purpose of creating a view of the customers’ opinions. Three interviews with customers were made by phone to create a deeper understanding for the customers’ opinions, and observations of the selected betting- and gambling companies’ marketing by TV and digital channels, like social medias and their own internet pages, were made to create a more objective image of how the companies actually work with their marketing. A theoretical framework is being used in the study, based on theories in marketing, customer behavior and customer experience. The theories were used to create questions for the survey and interviews, to create observation schemes, and to be able to make a thorough analysis of the gathered empirical data. To summarize, the result of the study shows that there is some differentiation through the marketing between the companies, primarily between betting and casino companies, and that the amount of marketing that the consumers are exposed to, amongst other factors, affects their attitude against the betting- and gambling companies to the negative.

Ces trente dernières années témoignent de changements significatifs en terre indienne depuis l'arrivée des casinos amérindiens. Le travail présenté ici se concentre sur une tribu du Minnesota, la tribu des Ojibwe de Mille lacs, et étudie son évolution depuis 1991, date de l'ouverture de son premier casino. L'histoire du jeu indien aux États-Unis et la situation d'autres tribus du Minnesota sont aussi présentées afin de donner davantage de profondeur à l'argumentation qui démontre que le jeu indien a eu un impact conséquent non seulement sur les conditions de vie des tribus, mais aussi sur leur souveraineté et leur force. Les choix tribaux incluent le recrutement de lobbyistes et d'avocats efficaces qui promeuvent les droits tribaux à la fois au niveau législatif (au Congrès américain) et au niveau judiciaire maintenant que les tribus peuvent se défendre avec des moyens décuplés. Les taux de chômage et de pauvreté ont baissé sur de nombreuses réserves, et les tribus donnent la priorité à l'éducation, en construisant de nouvelles écoles, à la santé, avec de nouvelles cliniques, et à la préservation culturelle (stages de langue, musées, centres culturels). Malgré la menace d'assimilation que les casinos représentent, ils ont donné aux tribus les moyens d'être plus autonomes dans leurs choix et les ont aidées à redéfinir leur identité contemporaine. En trois décennies, les casinos ont créé une nouvelle image de l'Amérique indienne. / The past thirty years have seen significant changes taking place in Indian Country following the advent of Native American casinos. This work focuses on one Minnesota tribe, the Mille Lacs Band of Ojibwe, and studies its evolution since 1991, when its first casino opened. The history of Indian gaming in the United States and the situation of other Minnesota tribes are also presented to give more depth to the argumentation which demonstrates that gaming has had a substantial impact not only on the living conditions of tribal people, but also on Native American sovereignty and strength. Tribal choices include the hiring of efficient lobbyists and lawyers to promote tribal rights bath on the U.S. legislative level (Congress) and on a judiciary one now that tribes can defend themselves through effective means. Unemployment and poverty levels have dropped on many reservations, and tribes give priority to education, through the building of new schools, health, with new clinics, and cultural preservation (language tables, museums, cultural centers). Despite the assimilative threat casinos represent, they have empowered tribes to be more autonomous in their choices and helped them redefine their contemporary identity. In three decades, gaming has created a new representation of Native America.

The primary objective was to ascertain whether implementation of the e-tolling system will influence the spending on recreational activities by people staying in the Vaal Region. Thus the aim was to assess whether an incremental rise in expenses, leading to a decrease in available disposable income will impact people’s decisions to travel outside their residences to visit and engage in leisure destinations and activities respectively. A questionnaire was developed and distributed with the primary objective of determining whether people within the Vaal Region are aware of the costs associated with travelling using the e-toll Gauteng freeways, and whether it will have an impact on their decisions to travel from their respective residences to leisure properties elsewhere. It also probed the respondents for the type of leisure activities they engage in, frequency of visits and the reasons for participating in the respective activities. The study shows that the e-toll project will inevitably, from a monetary perspective, affect all road users travelling from the Vaal Region to the greater Johannesburg areas. This is significant and confirms that the e-toll project will be perceived to have an impact on people’s available and disposable income. With the implementation of the e-tolling project seemingly imminent, businesses and consumers will feel the belt tighten in the leisure and recreational (and in particular the casino) industry, which is dependent on the availability of disposable income, to be ultimately affected. Trends with regards to leisure activities were identified along with recommendations for future research. / MBA, North-West University, Potchefstroom Campus, 2014

The primary objective was to ascertain whether implementation of the e-tolling system will influence the spending on recreational activities by people staying in the Vaal Region. Thus the aim was to assess whether an incremental rise in expenses, leading to a decrease in available disposable income will impact people’s decisions to travel outside their residences to visit and engage in leisure destinations and activities respectively. A questionnaire was developed and distributed with the primary objective of determining whether people within the Vaal Region are aware of the costs associated with travelling using the e-toll Gauteng freeways, and whether it will have an impact on their decisions to travel from their respective residences to leisure properties elsewhere. It also probed the respondents for the type of leisure activities they engage in, frequency of visits and the reasons for participating in the respective activities. The study shows that the e-toll project will inevitably, from a monetary perspective, affect all road users travelling from the Vaal Region to the greater Johannesburg areas. This is significant and confirms that the e-toll project will be perceived to have an impact on people’s available and disposable income. With the implementation of the e-tolling project seemingly imminent, businesses and consumers will feel the belt tighten in the leisure and recreational (and in particular the casino) industry, which is dependent on the availability of disposable income, to be ultimately affected. Trends with regards to leisure activities were identified along with recommendations for future research. / MBA, North-West University, Potchefstroom Campus, 2014

I denna kvalitativa studie studeras och analyseras två reklamfilmer utifrån en kombination av en retorisk och semiotisk analysmetod. Det teoretiska ramverk som studien bygger på innefattar retorik och semiotik. Utöver det grundar sig studien även i teorier kring färg, kläders sociala status, identitet och konsumtion, lyx och livsstil. Det undersökta materialet är en reklamfilm från det statligt ägda och kontrollerade bolaget AB Svenska Spel och en reklamfilm från det kommersiella spelbolaget Maria Casino. Undersökningen granskar hur spelbolagen argumenterar i sin TV-reklam. Studien avser att undersöka hur retorik och semiotik används för att övertyga och förstärka reklam samt att jämföra de olika bolagen emellan. Studiens syfte är att öka kunskapen kring hur statliga och kommersiella spelbolag argumenterar i sin marknadsföring. Eftersom Svenska Spel kontrolleras av statliga instanser finns det en relevans i att undersöka om argumentationen som förs skiljer sig mellan ett statligt styrt spelbolag gentemot ett kommersiellt oreglerat bolag. Av studiens analys kan det avläsas att både Svenska Spel och Maria Casino tillämpar retorik för att övertyga, däremot framgår det att de använder sig av olika typer av retorik. Även inslagen tecken, färg och ljud hjälper till att förstärka de analyserade reklamfilmernas intryck. Övertalningsmetoderna som används i de båda reklamfilmerna bygger bland annat på att visa upp en bild av att spel kan generera bättre livskvalitet. Reklamfilmerna tilltalar mottagarna genom en lyxig livsstil och förmedlar en bild av ett bättre liv som kan uppnås genom spel. De viktigaste slutsatserna i denna undersökning är att de båda reklamfilmerna visar en bild av att spelande och vinster av stora summor pengar kan ge fördelar i livet och generera en bättre livssituation. Dessutom framgår det att varken Maria Casino eller Keno visar baksidorna som spel kan leda till i de analyserade reklamfilmerna.

Thesis advisor: S.J. Richard A. McGowan / This thesis will examine the free rider problem in a unique setting: how states compete over gambling revenues. As the economy tightens, states continue to look for revenue streams to supplement their already strained budgets. Gambling is an attractive option for many states, as it is a steady and reliable source of income each month. With appealing funds available, different states have intensified their competition, authorizing new casinos on neighboring state borders to entice out-of-state visitors. States receive money from these visitors but are not responsible for their social problems, which they bring back to their home states. This phenomenon is a modern incarnation of the free rider problem. This paper explores three main questions. To begin, does the gambling market expand with the introduction of a new state's gambling facilities? Next, are states able to successfully reclaim revenues? Lastly, what are the effects of changes in tax rates on state revenues? These questions are examined in two regions. First, the newly authorized slots in Pennsylvania are having a direct impact on the casinos in Atlantic City, NJ. Also, a variety of tax changes in the Midwest states of Illinois, Indiana, and Missouri is shifting revenues among these three states. The free rider problem relating to states and gambling will continue to be an important and relevant issue for years to come. / Thesis (BS) — Boston College, 2008. / Submitted to: Boston College. College of Arts and Sciences. / Discipline: Economics. / Discipline: College Honors Program.

Historiquement en matière de jeux d'argent en dur, il existe une homogénéité des législations nationales puisque la plupart des dispositifs s'articule autour d'un monopole d'Etat et/ou de la délivrance d'une licence d'exploitation exclusive. Le particularisme de cette activité économique a été reconnu par le juge européen ce qui lui permet de déroger, sous certaines conditions, aux principes de libre prestation de services et de liberté d'établissement. L'avènement des jeux d'argent en ligne a cependant modifié l'appréhension de ce secteur en raison du caractère transnationale de cette nouvelle activité. A cet égard, les Etats ont tenté d'apporter des réponses aux problématiques liées au blanchiment d'argent, à la protection du consommateur, à la manipulation des résultats sportifs et à l'existence de sites illégaux qu'elle pose. L'hétérogénéité des solutions proposées ne permet cependant pas de répondre efficacement à ces écueils ni de satisfaire aux exigences définies par les Traités. Dès lors, la Commission européenne a introduit des procédures d'infractions contre certains Etats puis a publié un livre vert afin de rechercher des pistes qui assureraient un consensus entre les Etats membres sans qu'elle n'ait à intervenir davantage par l'intermédiaire d'une législation européenne. Néanmoins, les nombreux obstacles issus des textes européens n'offrent à la Commission européenne qu'un espace restreint de propositions qui viseront surtout à renforcer les coopérations entre les autorités de régulation et ne permettront probablement pas de résoudre les questions susmentionnées. C'est dans cette perspective que nos travaux de recherches s'inscriront. Aussi, après avoir étudié le droit positif européen, nous nous attacherons, à partir d'une étude de droit comparé des principaux modèles juridiques existants sur le territoire de l'Union (droit belge, droit britannique, droit français et droit italien), à déterminer un instrument d'harmonisation européen qui d'assurer un haut niveau de protection des consommateurs et une concurrence équilibrée entre les opérateurs de jeux. / Historically as regards gambling, there is a homogeneity of national laws because most regulations are built around a state monopoly and / or grant of an exclusive license. The particularity of this economic activity has been recognized by the European Justice Court allowing it to derogate, under certain conditions, the principles of freedom to provide services and freedom of establishment. The advent of online gambling, however, changed the understanding of the sector due to the transnational nature of this new activity. In this regard, States have attempted to provide answers to issues related to money laundering, consumer protection, match fixing and the existence of illegal websites that pose. The heterogeneity of the solutions does not allow to effectively respond to these pitfalls or to satisfy the requirements defined by the Treaties. Therefore, the European Commission brought infringement proceedings against some states and has published a Green Paper to search for tracks that would ensure a consensus among Member States without it having to intervene more through of European regulation. However, many obstacles from European laws available to the European Commission a limited space of proposals that aim primarily at strengthening cooperation between regulatory authorities and probably will not help to solve the above issues. It is in this context that our research work will enroll. Also, having studied European positive law, we will focus, from a comparative law study of the main existing legal models on the territory of the Union (Belgian law, English law, French law and Italian law) to determine an instrument of European harmonization to ensure a high level of consumer protection and fair competition between gambling operators.

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<p>Abstract</p><p>Purpose/Aim: The purpose of this paper was to identify the communication process at the company Cherry casino and see what opinions the employees had about it. Moreover, an evaluation of the used strategies was done and an analysis about what perhaps could be done to improve the attitude, communication and in the end the result for the company.</p><p>Material/Method: The empirical material was gathered through qualitative interviews and theory application.</p><p>Main results: The transmission of information regarding the regular work related information works just fine and the channels used are well chosen. But more large-scale information that deals with the company’s plans, strategies and targets is not handled in the right way. Neither is the respond. Many express a lack of dialogue. Therefore my main conclusions is to develop a more friendly touch within the company, create a dialogue and let people at the bottom of the hierarchy know what is happening. The best way to do this is through the Intranet and the increase of positive feedback.</p><p>Keywords: Organizational communication, internal communication, casino, communication audit</p>