The winner takes it all: Values and benefits of Israeli sports gambling advertisements

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Sports gambling is a well-established practice in Israel, whose beginnings can be traced to 1951. In recent years, the activities of the Israel Sports Betting Board (ISBB), also known as the ‘Toto Commission’, have become extremely popular with the public at large, and especially with sports fans. The study examines the changing advertising messages and creative appeals featured in the ISBB’s various advertising campaigns throughout Israeli history, and specifically the broad social meanings that can be inferred from these campaigns. The findings illustrate how significant structures of meaning in advertising function as reflections of the state of sports and society in Israel and as representations of some of the most salient phenomena in these domains. For example, for many years advertisements have been dominated by male presence, reflected primarily in the featured characters and language representations. Also prominent are representations of militarism as well as global biases, which are illustrated by the use of English in the local Israeli gambling brand name (‘Winner’), for example.

Original languageEnglish
Pages (from-to)639-655
Number of pages17
JournalInternational Journal of the History of Sport
Issue number7-8
StatePublished - 24 May 2017


  • Advertising message
  • Creative
  • Society in Israel
  • Sports
  • Sports gambling


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