This paper presents a case study of a contemporary Swedish gambling ad video from Svenska Spel published on YouTube. The study applies critical multimodal analysis to examine with what communicative strategies the state-owned operator positions itself on the soon-to-be de-regulated Swedish gambling market. The focus in the analysis lies on the linguistic and visual choices used to achieve certain communicative goals in relation to the consumer. The results show that nationalistic and patriotic values are conveyed and used in order to connect to an implied male consumer who is both ‘Swedish’ and of multi-ethnic origin; the latter being positioned as an Other in need of being taught about the Swedish values of fairness, trustworthiness and authenticity. Deleted from the advertisement is anything having to do with gambling as a social practice. Svenska Spel’s identity is visually and linguistically converted from that of a gambling company into a philanthropist whose business quite unproblematically gain society and its “Swedish” people. The study raises questions regarding demands for “moderate” gambling advertisements, and suggests that current moderation regulations miss the mark when it comes to identifying and regulating problematic ideological content in seemingly inconspicuously designed gambling advertising.

本文介绍了Svenska Spel在YouTube上发布的当代瑞典赌博广告视频的案例研究。这项研究运用了关键的多峰分析方法，研究了国有运营商以何种交流策略将自己定位在即将解除管制的瑞典赌博市场上。分析的重点在于用于实现与消费者有关的某些交流目标的语言和视觉选择。结果表明，传达了民族主义和爱国主义价值观，并将其用于与“瑞典人”和多民族血统的隐含男性消费者建立联系。后者被定位为“他人”，需要接受有关瑞典的公平，可信赖和真实性价值观的教育。从广告中删除的是与赌博有关的社交活动。Svenska Spel的身份从视觉和语言上都从一家赌博公司转变为慈善家，其业务毫无问题地赢得了社会及其“瑞典”人民的青睐。这项研究提出了有关“适度”赌博广告需求的问题，并建议在识别和管理看似不起眼的赌博广告中意识形态问题方面，现行的适度监管制度没有做到这一点。