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Surrounded by Online Casino Commercials: An exploratory study of consumers´perceptions, attitudes and emotions in relation to semiotic and rhetorical tools
Kristianstad University, Faculty of Business.
Kristianstad University, Faculty of Business.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The number of online casino companies in the Swedish gambling market, and especially the number of online casino commercials in Swedish television, has significantly increased during the last ten years. Previous studies show that Swedish consumers have negative attitudes toward gambling advertising. Literature explains advertising as a powerful source that influences consumers’ perceptions, attitudes and emotions. Hence, this thesisaims to explore consumers’ perceptions, attitudes and emotions of  online casino TV-commercials in relation to semiotic and rhetorical tools.

In order to fulfil the aim of this thesis, this research is characterized by an interpretivistic philosophy and an abductive research approach. The empirical material in this study derive from qualitative content analyses of six online casino commercials and two focus group sessions. The findings show that perceptions, attitudes and emotions interrelate when consumers evaluate TV-commercials. The results also show that cultural aspects and segmentation contribute to consumers’ perceptions. Further, consumers must be able to relate to the story and link the content of the commercial to online gambling in order for them to have positive attitude and too feel positive about the commercials. Semiotic and rhetorical tools affect the consumer and thus are crucial elements for whether or not marketing communication is considered effective by the participants. These findings contribute with new insight in marketing communication as the combination of sensory marketing, semiotics and rhetoric have not been studied in relation to perceptions, attitudes and emotions. The conceptual model has a practical contribution since it can be applied in different areas of advertising. 

Place, publisher, year, edition, pages
2019. , p. 90
Keywords [en]
Perceptions, attitudes, online casino gambling, TV-commercials, semiotics, rhetoric
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-19647OAI: oai:DiVA.org:hkr-19647DiVA, id: diva2:1335548
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Supervisors
Examiners
Available from: 2019-07-08 Created: 2019-07-05 Last updated: 2019-07-08Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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