Lottery Advertising and Promotion

The lottery is a game in which people purchase tickets for a chance to win a prize, usually money. People often buy a ticket in order to experience a thrill and indulge in a fantasy of becoming wealthy. Lotteries can be used to fund state and local projects or give away goods and services that are otherwise unavailable, such as units in a subsidized housing block or kindergarten placements at a reputable public school.

The practice of determining the distribution of property and other resources by lot dates back centuries. The Old Testament has Moses instructing the Israelites to divide land by lot, and Roman emperors gave away slaves and properties in a form of the lottery known as the apophoreta. In modern times, a lottery is a popular fundraising method for state and local projects, as well as charitable causes. Despite the negative social stigma attached to gambling, lotteries are a powerful tool for raising public funds.

Lottery revenues typically expand rapidly upon their introduction, then level off and sometimes decline. This is a result of “boredom” among players and a need to introduce new games in order to maintain or increase revenue levels. The result is that many state lottery officials have become dependent on revenue streams they cannot control or direct.

Lottery advertising and promotion typically focuses on two messages. One message is that winning the lottery is fun, and the other is a warning to those who play it too much. Both of these messages are based on the fact that the odds of winning the lottery are extremely low, but this does not tell the whole story.

Theme: Overlay by Kaira Extra Text
Cape Town, South Africa