This essay in rhetoric examines TV commercials for some of the biggest online casinos in Sweden. The aim is to identify if these gambling companies are targeting young people under 18 years old in their communication. Therefor I analyzed a total of three commercial movies – one from each gambling company – to determine which audience they are directing their communication to. To be able to do this I used Edwin Blacks theory the second persona and Kenneth Burkes theories identification and dramatism. With the use of the pentadic analysis method I found several factors that young people can identify themselves with. According to my results in the analysis I found that the second persona for each TV commercial was young people. Therefor I determined that some of the biggest gambling companies have young people as one of their target groups. I discuss my result in comparison to earlier research about both gambling commercial and children’s ability to understand and trust TV commercials. I also discuss the problematic of these kinds of commercials that targets young people and I’m therefore trying to create awareness about this issue.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-41499 |
| Date | January 2020 |
| Creators | Hedbeck, Ellinore |
| Publisher | Södertörns högskola, Retorik |
| 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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