마케팅·홍보 | Cases and Studies of Marketing and Promotion in Lottery & Gambling | 市场销售 & 宣传
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- Article] I've Seen Them So Much They Are Just There: Exploring Young People's Perceptions of Gambling in Advertising
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DocNo of ILP: 994
Doc. Type: Article
Title: I've Seen Them So Much They Are Just There: Exploring Young People's Perceptions of Gambling in Advertising
Authors: McMullan, JL; Miller, DE; Perrier, DC
Full Name of Authors: McMullan, John L.; Miller, Delthia E.; Perrier, David C.
Keywords by Author: Gambling; Advertising; Communication; Youth; Social identity
Keywords Plus: YOUTH; SMOKING; LOTTERY; PREVENTION; INTERNET; IMAGES; MEDIA
Abstract: This study contributes to the emerging literature on commercial advertising and youth gambling by exploring adolescent's exposure to and perceptions of gambling advertisements. We analyzed a sample of 50 youth in six focus groups between the ages of 13 and 18 to examine the process by which youth perceived, received or rejected the form and content of advertising and to determine what these ads meant to their social identities. We found that youth had considerable exposure to commercial gambling advertising, decoded for the most part, the gambling messages offered by advertisers and identified themselves with the gambling experiences as they aged and well before they reached the age of majority. We also found that about one-third of gambling advertisements were not received by youth as intended and were ignored, not understood or rejected. The youngest age cohort (13-14) were the most likely to evince a social distance from the tone, style or look that many older youth found attractive in the ads and the least likely to identify themselves with the cultural capital of gambling such as social friendship, economic gain and fun and entertainment. We concluded that socially responsible advertising for youth protection should be heterogeneous and not assume that all youth are alike or will be influenced by single messages.
Cate of OECD: Basic medicine
Year of Publication: 2012
Business Area: lottery
Detail Business: lottery
Country: USA
Study Area:
Name of Journal: INTERNATIONAL JOURNAL OF MENTAL HEALTH AND ADDICTION
Language: English
Country of Authors: [McMullan, John L.; Miller, Delthia E.; Perrier, David C.] St Marys Univ, Dept Sociol & Criminol, Halifax, NS B3H 3C3, Canada
Press Adress: McMullan, JL (reprint author), St Marys Univ, Dept Sociol & Criminol, 923 Robie St, Halifax, NS B3H 3C3, Canada.
Email Address: john.mcmullan@smu.ca
Citaion:
Funding:
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Number of Citaion: 77
Publication: SPRINGER
City of Publication: NEW YORK
Address of Publication: 233 SPRING ST, NEW YORK, NY 10013 USA
ISSN: 1557-1874
29-Character Source Abbreviation: INT J MENT HEALTH AD
ISO Source Abbreviation: Int. J. Mental Health Addict.
Volume: 10
Version: 6
Start of File: 829
End of File: 848
DOI: 10.1007/s11469-012-9379-0
Number of Pages: 20
Web of Science Category: Psychology, Clinical; Substance Abuse; Psychiatry
Subject Category: Psychology; Substance Abuse; Psychiatry
Document Delivery Number: 053MC
Unique Article Identifier: WOS:000312274800004
[이 게시물은 HyeJung Mo…님에 의해 2015-05-20 20:13:15 GAMBLING에서 이동 됨]
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