The purpose with this essay was to study the relationship between gambling companies marketing through a celebrity and the ways gambling is portrayed in commercials. We combined a multimodal analysis with semiotic elements and a group interview in order to explain and get an understanding of gambling companies ways to market their services. The theories used were McCracken’s Meaning transfer model which tells us about the importance of a good relationship between celebrities and gambling companies. The theory Brand identity by Lynn B. Uppshaw, which tells us about how companies brands can be seen from different perspectives. Stuart Hall’s communication model Encoding/Decoding were applied to increase the understanding of how recipients decode messages and these all three theories combined with the method helped to answer our focusing questions. The empirical material is based on different gambling companies TV commercials where celebrities participate and the interview responses from the participants in the group interviews. The study started with a short overview of nine gambling commercials that together with the depth-analysis of three focus commercials gave us the result that gambling is mostly incoherent. The interviews showed us that recipients of gambling commercials do not see the message as appealing. These two findings led us to the conclusion that the message won’t be appreciated if celebrities do not have a strong connection to the companies products or services. Interestingly enough, the same results where seen when there was a strong connection between the company and the celebrity: the message still appeared false and intrusive. This is because the recipients are aware of what the backdrop is with the advertisements and how it can affect their consumption process and the fact that consumers are becoming increasingly critical of gambling advertising in a media landscape where advertising is constantly exposed.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-158230 |
| Date | January 2019 |
| Creators | Söderberg, Mikaela, Lindström, Ida |
| Publisher | Umeå universitet, Institutionen för kultur- och medievetenskaper, Umeå universitet, Institutionen för kultur- och medievetenskaper |
| 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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