Youth problem gambling has become an important social policy issue. Approximately 80% of adolescents report having gambled, while 4--7% of adolescents develop serious gambling problems and another 10--15% remain at-risk for a gambling problem. Revenues in the gambling industry have grown 400% in the past 10 years, partially attributable to a marked increase in gambling advertisements. The objectives of this study are to examine general themes found in gambling advertisements, to determine the characteristics (situational and structural) of advertisements that have an effect on youth, and to determine the extent to which adolescents are influenced by these advertisements. Results from the focus groups suggest that aesthetic characteristics (bright colors, flashing lights) associated with gambling advertisements are influential in capturing and maintaining adolescent's attention and increasing their desire to gamble. Youth also appear to be drawn to advertisements typifying young, happy adults enjoying themselves, engaging in a pleasurable activity with the potential for winning money. Further analyses suggest a number of developmental and gender trends. The results are discussed with respect to the initiation and maintenance of youth gambling behaviours, as well as implications for prevention and future research.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:QMM.99732 |
| Date | January 2006 |
| Creators | Mansour, Sandra. |
| Publisher | McGill University |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Format | application/pdf |
| Coverage | Master of Arts (Department of Educational and Counselling Psychology.) |
| Rights | © Sandra Mansour, 2006 |
| Relation | alephsysno: 002594372, proquestno: AAIMR32536, Theses scanned by UMI/ProQuest. |
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