Online gambling advertising: ideas that induce young people to gambling

Marchan-Noriega W.; Gallardo-Echenique E. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2023)

Resumen

This study analyzed the advertising elements in online gambling advertising that induce young people to gamble. In Peru, the advertising of this type of betting has not been studied from an advertising perspective until today, despite the millions of Peruvians who are online bettors. A qualitative methodology was adopted to analyze the spot “Con chocolate vamos con fe” of the Inkabet brand. Semi-structured interviews were conducted with 15 Psychology thesis students from a university located in Iquitos. The results indicate that the jingle, famous people, and the phrase “pay that pays” induce gambling among young people. These elements contribute to recall, trust and sympathy to the spot and the advertiser brand.

Instituciones: Universidad Peruana de Ciencias Aplicadas