The Navy Needs You! Don't READ American History, MAKE IT!" poster
The pattern
This still is filed under Recruiting duty offer.
Define
Join us, framed as who you become, not as a job listing.
Mechanism
Identity offer. The role is a self. Benefits are secondary to the person you will be after you say yes.
Verdict
We are recruiting into a hard, proud, or transforming role: service, craft, a company with a real culture.
Why it works
It contrasts passive consumption (reading the news) with glorious action. The phrase 'don't read history - make it' is a powerful challenge to a young man's ego, desire for legacy, and sense of adventure.
Steal this when
You are selling a challenging, high-stakes opportunity and want to provoke the prospect out of passive complacency into joining a historic movement.