Many of you have probably seen the famous advertisement which, as the story goes, Ernest Shackleton ran in the newspaper to try to recruit men for his Endurance expedition:
Men
wanted for hazardous journey. Low wages, bitter cold, long hours of complete
darkness. Safe return doubtful. Honour and recognition in event of success
This
advertisement is one of the most famous in history. The ad, and the well-loved
quote, probably never existed. But it is frequently quoted as one of the best
examples of copy writing, and has been quoted many times, in books covering
topics all the way from Introduction to Evangelism to Web Application
Defender’s Cookbook, and even printing on tee shirts.
An
artistic rendering of the ad by John Hyatt
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