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Välkommen till ett snabbare och enklare liv: - En kvalitativ studie om retoriken i casinoreklam
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Welcome to a faster and more simple life : -A qualitative study of the rhetoric in casino advertising (English)
Abstract [en]

In Sweden, there is currently a vast amount of commercials for online casinos. Online casino companies have been able to double their investments in advertisement during the past year. These commercials have been shown to be dangerous for people with a history of gambling problems, as the commercials often show the most attractive aspects of gambling. Considering the aggressivity of the commercials, there has also been an active debate on whether or not to forbid the advertisement of gambling in Sweden. Thus, the aim of this study was to examine the use of rhetorics in commercial videos for online casinos, to identify how the commercials argument to persuade their audience. By conducting a qualitative content analysis, with the basis on a rhetorical analysis, and the theories of agenda setting and priming, the study was executed on four different online casino commercials. Both visual and verbal aspects of the commercials were examined through different rhetorical aspects, such as Ethos, Pathos and Logos, to identify what sort of arguments occurred and what kind of rhetorical figures were used. The results showed that Ethos and Pathos dominated, and that these films try to set the audiences agenda through conveying their credibility. The authors found that all four of the commercials aim to achieve salience by reminding their audience of the rush players experience when gambling. The results also indicated that priming effects were achieved by showing a message that was in line with the audiences earlier conceptions.

Place, publisher, year, edition, pages
2019. , p. 67
Keywords [sv]
Casinoreklam, spelreklam, visuell retorik, retorik, retorikanalys, kvalitativ innehållsanalys, kommunikation
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-85450OAI: oai:DiVA.org:lnu-85450DiVA, id: diva2:1325724
Subject / course
Media and Communications Science
Presentation
2019-06-04, Kalmar, 09:00 (Swedish)
Supervisors
Examiners
Available from: 2019-06-24 Created: 2019-06-17 Last updated: 2019-06-24Bibliographically approved

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Lund, JennySandell, Elvira
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf