Lottery Advertising and Promotion

Lottery is a popular form of gambling that gives players the chance to win large sums of money by picking numbers in a draw. In the United States, many state governments organize and operate lottery games. Prizes vary from state to state, but the most common prizes are cash. The word “lottery” is thought to be derived from the Dutch noun lot, meaning “fate.” It may also be a calque on Middle French loterie (action of drawing lots), which itself could be a calque on Middle Dutch lotinge (action of casting lots).

Almost all states and the District of Columbia have lottery programs. The basic structure is the same: each lottery establishes a government-run monopoly for itself; selects a public corporation to run the program, often in return for a share of revenues; begins with a small number of simple games; and under constant pressure for additional revenues, progressively expands its scope, especially through the addition of new games.

Lotteries are highly profitable for their operators. Generally, they are very inexpensive to operate and provide a significant source of revenue for state budgets. Lottery advertising and promotion is heavily dependent on arousing people’s curiosity and creating the impression that winning the lottery is possible.

Among the most important messages that lottery officials communicate to consumers is that playing the game is an inextricable part of human nature. They encourage this message by advertising the huge jackpots of Powerball and Mega Millions, as well as billboards that feature those giant figures in an apparent effort to trigger a sense of irrational urgency in potential lotto players.