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The paper is organized as follows: first, we discuss the role of commercial advertising in consumer society; next, we explain our methods; following that, we provide a detailed analysis of the commercials, examining both quantitative and qualitative data; finally, we discuss the dominant themes of primarily poker and blackjack advertising in the wider context of what we call the sportification and the ethic of fun surrounding contemporary forms of gambling. We ask several questions: What is achieved by an ad for Internet gambling? Here, a baseball field with trees and hills behind it was the main focus of the ad.{/INSERTKEYS}{/PARAGRAPH} These dot-net sites, nevertheless, provide cash accounts, incentives and bonuses to gamble, and a daily diet of ads urging people to consume gambling products by practising on-line. Schools, hospitals, churches, and charities, for example, rely more and more on gambling to raise capital, thus extending the cultural reach and social legitimacy of gambling by embedding it further into the routines of everyday life Korn, Parents increasingly model gambling to their children by teaching them how to gamble, by financing their gambling activities, and by buying gambling products for them, and young co-workers entering the workforce often play daily and weekly draws hoping against all odds that they will dance the happy dance of the next millionaire Derevensky et al. If we consider television broadcast vendors, NBC showed the greatest percentage Forty-four percent of all television programs contained a gambling advertisement, averaging three ads per program. Many of these advertisements signified that potential on-line players could become close and trusted friends with the experts if they heeded their advice. Second, prime time programs were taped every day from 8 p. At a most basic level, ads sell social needs, desires, and statuses to people. Gambling corporations now promote their products with other consumer goods and services, such as telecommunications, the media, travel, leisure, and entertainment, and associate the proceeds of gambling with public education, cultural programs, and social welfare. Here, the entire visual focus was on freeing the images from the confines of the ad frame by cropping the face from the nose to the hairline. Like myths, advertisements invoke responses that are swift and subconscious, or, like puzzles, they enjoin reactions that are cognitively challenging. She is joined by a male Scott who cannot stop pinching himself because he won access to play for millions of dollars in prize money. This study explores the relatively recent world of remote gambling advertising as a form of cultural communication. These frames evoked the emotional responses of gamblers and the sentient features of their games. Do these gambling ads make use of the cultural capital of their audiences in selling gambling to consumers? The power of these commercials was in the pervasive and persuasive use of catchy scenarios, attractive virtual habitats, split screens, dynamic action frames, and culturally attuned linguistic tropes to encourage viewers to connect with a series of portrayals of card-based gambling linked to competition, pleasure, learning, and camaraderie, making only low-key references to the product, usually in the final frame of the ad. If an ad taps into a modern myth, the response may be obvious, quick, and subconscious. Widespread gambling advertising, of course, is a relatively recent phenomenon and this growth is even more dramatic for Internet products that only became available in the mids. In Pateman's , p. Perfume and designer drinks, for example, were promoted through coded references to club culture e. On the other hand, more and more ads are complex and artful, requiring careful study of how they do what they do and how they create new metaphors for viewers that persist long after the ads have been shown. Advertising in this view is a cultural game in which advertisers are challenged to map values of images onto products and viewers are challenged to use their cognitive competencies to interact with the messages they see or hear Pateman, In this article, we study television advertising, limiting our inquiries to remote gambling in Atlantic Canada. The types of gambling products most often put into advertisements were on-line poker In fact, the average number of males included in a commercial was seven, whereas for females it was one. Their expressive body language was dramatized and serialized to move, excite, and exemplify so as to make poker play attractive and appealing to potential youthful audiences. Using quantitative and qualitative methods, we analyze 64 distinct commercials that aired times over a 6-month period. Long camera shots that stressed environment over people or objects were deployed in only 9 of the 64 ads, and they were usually combined with a medley of close-up or medium frames. Walsh and Gentile , pp. It is a form of communication that invests goods with meaning on the one hand and integrates these same products into a culture of buying on the other Goffman, Every individual advertisement, therefore, is a ritual enactment that manifests the larger phenomenon of advertising as a cultural system. The majority of the 64 ads that promoted blackjack and poker did so on dedicated gambling shows Of the television shows, the top 4 in terms of frequency were programs that highlighted poker: Poker After Dark 7. Like cultural myths, ads aim to impress, stimulate, and persuade. Other advertisements in their arsenal, however, signified the opposite message: New players were encouraged to believe that they could actually beat professional gamblers at their own game. The placement time varied over a hour period. The ad sources that informed our analysis were drawn from cable television stations rather than from satellite outlets because two thirds of all Nova Scotian households own cablevision Statistics Canada, We sampled as follows: First, programs dedicated to gambling activities were taped daily from 5 p. The second most frequent advertiser, PokerStars. The majority of ads aired between 8 p. The median time of day that the ads aired was p. Cards, dice, and chips were shuffled, rolled, counted, stacked, and seductively thrown in the air and on tables to enjoin the viewer to experience the pleasure of play, and pots were pushed, pulled, and coddled to signal the promise and benefits of successful wagering. The images featured the eyes of the characters that looked past the audience, opening up for consideration whatever the viewer imagined he or she saw. The formal properties of such rituals include repetition, acting, staging, stylization, and the affirmation of shared values. Moreover, as the age of the intended audience increased, the less frequent were these age groups in the advertisements: ages 19 to 35 However, this pattern did not hold true for adolescents; they seemed to be the direct intended target in only 4. The PokerStars. This study examines ads that aired on cable television in one Canadian jurisdiction. He was expressed in his own youthful rebellion as simply above all sensible advice. Quiz games linked to television programs advertise gambling over the telephone to boost their ratings and provide viewers with an interactive consumer experience involving lottery-like formats, virtual wagering, and trivia competitions Griffiths, New information communication technologies and the computer permit continuous gambling and endless promotions on-line, and the near future promises spontaneous betting during sporting and cultural events such as wagering on whether someone will score from a penalty shot in Olympic hockey or be eliminated from the latest round of American Idol. What are the wider cultural referents that shape on-line gambling ads? Television programming via satellite, cable, or Internet sources, the subject of this paper, for example, introduced gambling in Canada in a manner that took advantage of the loopholes in the gaming and betting provisions of the Criminal Code. They relied on direct endorsements from celebrity gamblers. A caveat, however, is called for. On the one hand, we counted and analyzed the literal sounds, images, and texts of advertisement discourse. They offer tutelage and mentorship, competitive tournaments and anticipatory socialization to gamble, motives and rationales to gamble, much valued recruitment lists for real gambling sites, and brand loyalty in a competitive market where regulation and trust are in short supply. The verbal anchorage, however, echoed the messages of self-expression, freedom from constraint, and what the future might be. We conclude that the e-gambling advertising assemblage, with its high-volume exposure, attractiveness, pervasiveness, and repetitiveness of messaging is now an embedded feature of everyday life that is especially connected to popular sport culture and to the fun ethic of contemporary consumer culture. What meanings, messages, and usages are prominent in remote gambling advertising? Caucasians constituted the majority of visible faces in the advertisements; of the people shown were Caucasian. These tasks will be undertaken in future focus group and interview studies. Korn et al. The authors developed a codebook along with operational definitions of all variables. Thus, gambling ads interact and intersect with other forms of cultural production and consumption in society to derive meaning and enhance credibility Elliott, Alcohol and tobacco advertising, for example, have been especially crafted to mirror dominant representations of youth lifestyles as selling points. Marlow , pp. We examine a convenience sample of 64 distinct ads that played or replayed times during hours of recorded play time over a 6-month period from January to July Our purpose is to examine the social features and master messages of these ads and to study the connections between remote television gambling advertising and broader meanings and resources of contemporary consumer culture. Advertising exists along a continuum bound by rhetoric and propaganda at either pole and employs tactics that are both expressive and programmatic. {PARAGRAPH}{INSERTKEYS}There is a paucity of research on the advertising of gambling, especially the intensely marketed Internet poker and blackjack games. It does not evaluate how the messages were received by audiences nor account for how attitudes, beliefs, or behaviours were affected by advertising. Our 6-month sample of coverage identified television programs that played on 11 television networks, resulting in the acquisition of 64 distinct remote television commercials that played during hours of recorded play time. Ten of the 64 ads accounted for over half of all commercial airtime The most frequent corporate advertiser was FullTiltPoker. Content analysis is best at uncovering the preferred messages of the senders of the ads at the representational level. But novices learning to gamble were also regularly targeted by the ads These commercials were akin to classroom scenarios. The majority of visual frames, which averaged 15 per commercial, dramatized close-up camera positioning in 54 of the 64 ads. As Zangeneh et al. They offered recruitment information, betting instructions, social engineering skills, fraternity, and emblematic status with the pros. Our findings show that these ads target audiences along age, gender, and ethnic lines and mobilize celebrities, excitement, and humour as persuasive techniques to promote the view that on-line gambling is an entertainment experience in which skill prevails over luck, winning dominates losing, fantasy overshadows reality, leisure trumps work, and the potential for personal change eclipses the routines of everyday life. The visual syntax and the verbal language of the ads engaged the audience through role-playing, satirical competition, and in-joking and promised fame and fortune. Six prime time networks were chosen and rotated on a weekly basis. Their advertisements flow freely across national borders, avoiding or evading the few regulations placed on them by local overseers for their own products. These commercials used emotions around the contingency of competition and the suddenness of winning to focus attention, encourage motivation, and fix memory. Indeed, in two recent Canadian studies, gambling was not even thought of as risky behaviour by young people; it was ranked below hitchhiking alone, cheating on a test, dating on the Internet, shoplifting, and skipping work, and it was regarded as much a common feature of everyday life as drinking, smoking, and driving an automobile D-Code, , pp. Scott suddenly pinches the woman's bottom. Finally, sports programs were taped every day at 8 p. But the content of ads is almost always framed by knowledge of other cultural signs and symbols that already mean something to consumers Pateman, , pp. As van Dijk , p. Taylor , pp. Important messages were forthcoming. Each commercial was named and coded for variables surrounding ad content, design, target audience, master themes, and responsible gambling messages. Overall, there were showings of the 64 gambling commercials, with each one lasting about 30 seconds. To attract audiences, advertisers designed their commercials carefully.