WANTED: Volunteers For The South Pole

THIS advertisement, written by Ernest Shackleton, the famed polar explorer, appeared in London newspapers in 1900. In speaking of it later, he said: "It seemed as though all the men in Great Britain were determined to accompany me, the response was so overwhelming."

Of course, the lure of adventure had a great deal to do with the success of this simply written copy. So did the power of deadly frankness.