"Men Wanted for Hazardous Journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success."
Ad written around 1900 by the famed polar explorer Sir Ernest Shackleton.
"???" in today's context of consumer cepticism and distrut, would plain honesty without the hyperbolic adjectives we're used to hear on brands' speeches, be the best and more effective way to reach people?
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