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nydus/A History of Advertising from the Earliest Times.Public
Page 677 of 1098
Table of Contents

CHAPTER XVI. LOTTERIES AND LOTTERY INSURANCES.

1569 down to 1826 (except for a short time following upon an Act of the reign of Anne) lotteries continued to be a source of revenue to the English Government. Some interesting particulars are given by Hone and Chambers, the latter of whom says: “It seems strange that so glaringly immoral a project should have been kept up with such sanction so long. The younger people of the present day may be at a loss to believe that, in the days of their fathers, there were large and imposing offices in London, and pretentious agencies in the provinces, for the sale of lottery tickets; while flaming advertisements on walls, in new books, and in public journals, proclaimed the preferableness of such and such ‘lucky’ offices—this one having sold two-sixteenths of the last twenty-thousand-pounds prize; that one a half of the same; another having sold an entire thirty-thousand-pound ticket the year before; and so on. It was found possible to persuade the public, or a portion of it, that where a blessing had once lighted it was the more likely to light again. The State lottery was framed on the simple principle, that the State held forth a certain sum to be repaid by a larger. The transaction was usually managed thus. The Government gave £10 in prizes for every share taken on an average. A great many blanks or of prizes under £10, left, of course, a surplus for the creation of a few magnificent prizes wherewith to attract the unwary public. Certain firms in the City, known as lottery-office keepers, contracted for the lottery, each taking a certain number of shares; the sum paid by them was always more than £10 per share;

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