Editorial October 26, 1987 Issue

Something for nothing?

William E. Moody

There seems to be an element in human nature that too often falls prey to the lure of "easy" gain—of getting something without putting in the real effort to earn it. Glittery casinos, the daily double at the track, a lucky number, the big sweepstakes, a one-dollar chance at megabucks—the come-ons are insistent and increasingly sophisticated.

A vivid picture of the current scene was illustrated by an article in a weekly trade journal for the advertising industry. Under the article's main headline, a kicker announced: Marketers of gambling work to give a fresh wholesomeness to the desire for unearned riches.

Adweek's report also quoted a candid observation from the director of advertising for one of the largest state-run lotteries in the United States. The director made this comment on what she expected the new ads for her product to convey to the public: "With [the lottery], you're buying a shot at a dream. We want people to know it's folks just like them that win.... I hope with these spots we make [the lottery] wholesome—but not put it quite next to God."^{J. Max Robins, "Bringing Greed Out of the Closet: The New Gambling Ads," Adweek, August 15, 1985, p. 21 .}

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