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nydus/A History of Advertising from the Earliest Times.Public
Page 707 of 1098
Table of Contents

CHAPTER XVI. LOTTERIES AND LOTTERY INSURANCES.

greatest height, needed only to hire a room near the alley for a few hours, and open a subscription-book for a pretended scheme relating to commerce, manufacture, plantation, or some supposed invention, having first advertised it in the newspapers of the preceding day, and he might in a few hours find subscribers for one or two millions of imaginary stock. Yet many of the subscribers were far from believing the project feasible; it was enough for their purpose that there would soon be a premium on the receipts for the subscriptions, when they could easily get rid of them in the crowded alley to others more credulous than themselves. Indeed some of these bubbles were so barefaced and palpably gross as not to have the shadow of anything like feasibility: such, for instance, were an insurance against divorces; a scheme to learn men to cast nativities; another for making butter from beech-trees; a project for a flying machine; a company for fattening hogs; and a proposal for a more inoffensive method of emptying or cleansing necessary-houses.

Addison, of course, availed himself of the opportunity afforded by the great lottery mania, and in the Spectator for Tuesday, October 9, 1711, he comments on the peculiarities of investors. > “When a man has a mind to venture his money in a lottery,” says he, “every figure of it appears equally alluring, and as likely to succeed as any of its fellows. They all of them have the same pretensions to good luck, stand upon the same foot of competition, and no manner of reason can be given why a man should prefer one to the other before the lottery is drawn. In this case, therefore, caprice

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