It is very skillfully done, especially in the opening of the story, where the lottery is referred to as one of the common activities of the town while not disclosing its true purpose. In fact, at the beginning we are led to believe that the town is as normal as any other, and that will eventually contrast dramatically with the gist of the story:
They greeted one another and exchanged bits of gossip as they went to join their husbands. Soon the women, standing by their husbands, began to call to their children, and the children came reluctantly, having to be called four or five times. Bobby Martin ducked under his mother's grasping hand and ran, laughing, back to the pile of stones.
As you move onto the story, you sense something is horribly weird. The characters being to take a subtle hue of curiosity and it all becomes darker and colder. Also, you see the atmosphere changing within. This also includes the juxtaposition of the name "Mr Graves" next to the phrase "We are next"
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