Project Title

The Chocolate Ticket and Bulgaria's National Lottery: Case and Commentaries

Department

Communication

Abstract

The Bulgarian National Team for Rhythmic Gymnastics is idolized in their country but faced outrage in 2017 when the young women appeared in a National Lottery ad for a "chocolate ticket." The ad raised concerns about young women's health and self-image, as well as the lottery system itself, which contributes little to the local economy. Though not part of traditional Bulgarian culture, gambling on lottery tickets has become a common purchase, even for those on low fixed incomes. In 2017, gambling operators earned $1.9 billion (U.S.), leading a prominent international gambling news site to call the country “a piece of heaven on earth.” The advertising is designed to entrench the lottery in Bulgarian national identity. The case and commentaries includes the perspectives and viewpoints of four academic researchers in the field.

Presentation format

Poster

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The Chocolate Ticket and Bulgaria's National Lottery: Case and Commentaries

The Bulgarian National Team for Rhythmic Gymnastics is idolized in their country but faced outrage in 2017 when the young women appeared in a National Lottery ad for a "chocolate ticket." The ad raised concerns about young women's health and self-image, as well as the lottery system itself, which contributes little to the local economy. Though not part of traditional Bulgarian culture, gambling on lottery tickets has become a common purchase, even for those on low fixed incomes. In 2017, gambling operators earned $1.9 billion (U.S.), leading a prominent international gambling news site to call the country “a piece of heaven on earth.” The advertising is designed to entrench the lottery in Bulgarian national identity. The case and commentaries includes the perspectives and viewpoints of four academic researchers in the field.