3. Stage One: Imagination Before Persuasion
“MEN WANTED for Hazardous Journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honour and recognition in case of success.” —Ernest Shackleton, 4 Burlington Street
As the story goes, this ad was placed in London newspapers in the early 1900s. The story claimed that the ad generated at least 5,000 responses from men and women of all ages ready to embark on the adventure of a lifetime. The ad’s response was a catalyst for claiming its spot in a book titled The 100 Greatest Advertisements of All Time.1 The ad was supposedly written by an Arctic explorer named Ernest Shackleton. Unfortunately, the ad might be a myth. It may have never even been published. ...
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