TY - T1 - Elämänmuutoksen, jännityksen ja asiantuntijuuden representointi Veikkaus Oy:n mainonnassa vuosina 1970–2006 SN - / UR - URN:NBN:fi:hulib-201507211809; http://hdl.handle.net/10138/26582 T3 - A1 - Kalli, Mikko A2 - PB - Helsingfors universitet Y1 - 2011 LA - fin AB - Aim of this master's thesis paper for consumer economics, is to research gambling advertisements in Finland over a period of 35 years, from 1970 to 2006. Veikkaus Oy (later Veikkaus), was founded in 1940, as one of the three licensed gambling organizations in Finland. Material for the current research comprised 1494 advertisements published by Veikkaus in newspapers and magazines at that time. Veikkaus has the exclusive licence to organize lotto games, sport games, instant games and other dra... VO - IS - SP - OP - KW - advertising; gambling; content analysis; semiotic; dreams; excitement; mainonta; pelaaminen; unelmat; Konsumentekonomi; Consumer Economics; kuluttajaekonomia N1 - PP - ER -