This study aims to examine how the Swedish government owned gambling company Svenska Spel constructs ideas of winning, thrills and rewards through semiotic resources in televised commercials. Furthermore, this study investigates how the construction of winning, thrills and rewards relates to the gambling law's requirement for moderation. The theoretical frameworks used in this study are social semiotics and neoliberalism and the practiced method is a multimodal discourse analysis. This study´s material consists of three commercials from three different gambling services all owned by Svenska Spel which are Bilen (eng. tr. The Car) produced by Keno, Kontoret (eng. tr. The Office) produced by Triss, and Drömhuset (eng. tr. The Dream House) produced by Lotto. The results show that all commercials contain elements of winning, thrills and rewards that allude to “a good life” through themes of luxury, freedom, class, power, misery and warnings. The results also indicate that the commercials in some ways violate limits related to the gambling law’s requirements for moderation.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:oru-112843 |
| Date | January 2024 |
| Creators | Fernqvist, Ella, Johnson, Lucas |
| Publisher | Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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