Skip to main content

Advertisement

Table 2 Number of appeals by sports wagering brand

From: Creating symbolic cultures of consumption: an analysis of the content of sports wagering advertisements in Australia

Symbol Bet365 Betfair Centre bet Crown bet Lad brokes Sporting bet Sports bet TAB Tom Water house UBET William Hill Total
(n = 2) (n = 6) (n = 10) (n = 5) (n = 9) (n = 9) (n = 18) (n = 12) (n = 4) (n = 4) (n = 6) (n = 85)a
Sports Fan Rituals and Behaviours 1 5 10 5 5 9 9 8 4 4 6 66(78 %)
Mateship 0 0 3 0 9 4 12 7 1 4 1 41(48 %)
Gender Stereotypes 0 3 2 0 3 8 15 2 0 0 1 34(40 %)
Winning 0 3 0 5 5 0 5 5 2 2 3 30(35 %)
Social Status 0 2 3 1 4 0 4 3 4 1 3 25(29 %)
Adventure, Thrill and Risk 1 1 10 1 1 1 2 0 2 4 0 23(27 %)
Happiness 0 0 0 1 2 1 6 6 1 4 2 23(27 %)
Sexualised Imagery 0 2 5 1 2 1 5 4 1 0 0 21(25 %)
Power and Control 1 3 1 0 1 0 3 0 4 0 3 16(19 %)
Patriotism 2 2 0 0 0 0 0 4 1 3 0 12(14 %)
  1. aValues do not add to 100 % because advertisements include more than one type of symbolic appeal