Gender Representations and Advertising Appeals in Gambling Brands’ Communication

In recent years, the gambling industry has positioned itself at the fore-front of digital innovation, leveraging internet technologies, gamification techniques, and influencer marketing to shape consumer behavior and foster brand loyalty. Existing research indicates that women’s participation in gambling is rising, underscoring the importance of gender-sensitive approaches to understanding gambling-related harms. Evidence suggests that women are more likely to engage in gambling as a means of coping with emotional distress, such as stress or financial pressure. This study adopts an exploratory approach to examine how gambling advertisements targeted at women construct persuasive messages and gendered representations. Through a thematic analysis of N = 20 promotional videos produced by major gambling companies in Romania, the research identifies recurring discursive patterns and rhetorical strategies. The findings reveal that these advertisements consistently emphasize themes of success, empowerment, and personal comfort, often framed through idealized portrayals of feminine independence. At the same time, the risks associated with gambling are largely minimized or omitted. Such representations may be particularly persuasive for emotionally or financially vulnerable women, contributing to the normalization of gambling and potentially increasing the risk of harmful behaviors.