VISUAL ELEMENTS ONLINE GAMBLING ADVERTISING; CASE STUDY MAXWIN
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Abstract
Indonesia is claimed as an emergency for online gambling in 2024. The finding from the Ministry of Politics and Security shows more than 9000 Trillion suspicious transactions held online. The gamblers come from adults, teenagers, and children. Online gambling is considered as easy to access in Indonesia. Users can sign up through the sites. Even though the Indonesia government fights to gambling, in reality, gambling advertising pops up on any platform, social media, and marketplace. This research aims to analyze the visual elements in online gambling advertising and take a case study of MAXWIN advertising. The research method is using a qualitative approach. Data analysis uses Rossiter ad Percy, advertising visual creativity which contains of Visual content and verbal content. Data were collected by observation, literature and interviews with Psychologists and criminologists. These advertisements often appear on various platforms, such as; drama-watching sites, marketplaces, social media, and so on. There are several special visual characteristics that
online gambling advertisements of MAXWIN, have serif font, using bright colors, such as gold, yellow and bright green. For the verbal content, the text shows confirm winning to the audience. Illustrations that often appear are illustrations of dragons, mythological gods, and the game of mahjong. Other illustrations that appear in the advertisement are the bright lines on the back of the advertisement, hexagonal patterns, leaf frames, and dots. The layout of advertising generally uses two columns with the headline text in the middle, using capital serif letters. This advertising often appears when someone wants to access a platform and clicks on the main page. Then, the link opens automatically. This article is expected to be one of the efforts in media literacy. If the public can
identify online gambling advertisements, it is hoped that they can avoid them and prevent their family and closest people from engaging in online gambling.