Analysis Of Action Jeans Ad Campaign With Chuck Norris
1625, an English newspaper displayed the very first advertisement. Since then the evolution of advertising has gone from newspapers and magazines, to gigantic billboards, to television and computer screens. The advertising industry uses techniques such as positioning, image-creation, mythologization, aestheticization, reality advertising, and simulation. Century Martial Arts inc. chose Chuck Norris to endorse their product in an advertisement for Action Jeans, jeans made for stunt fighting and karate. By using reality advertising, Century Martial Arts inc. provided credibility and brought awareness to their product by using a martial arts expert, Chuck Norris, in their advertisement. Action Jeans History“Action Jeans” were created by Century Martial Arts from 1977 to 1991.
The original name for these jeans was Kickin’ Jeans, but was changed shortly after Chuck Norris signed onto the product’s label. After this endorsement, the design of the jeans was slightly altered and then reintroduced as “Karate Jeans” in 1982. Less than a year went by before the jeans were renamed once again, and reintroduced as “Action Jeans”. Century Martial Arts inc. created the final advertisement for “Action Jeans” in 1989. Most of the ads for these jeans were published in Black Belt magazine, the “World’s Leading Magazine of Martial Arts” (blackbeltmag. com). The magazine was founded in 1961 and was created by a Japanese-American martial artist, proficient in the arts of Kendo, Aikido, and Judo. The magazine improved the credibility of the Action Jeans by conveying the advertisement in the most popular Martial Arts magazine. The final Chuck Norris, Action Jeans advertisement included multiple text boxes showing the price, explaining the lifetime guarantee, mentioning the free catalog, and summarizing the product.
The most attention grabbing piece of the advertisement is the photograph of Chuck Norris doing a karate kick in the jeans. Century Martial Art Supply inc. used a photo of Chuck Norris for this advertisement, for credibility, and as a way of showing how much movement the jeans allow. Chuck Norris was one of the most famous fighters in the martial arts world during the 1960’s. Century’s decision to have such a popular figure endorse the advertisement was effective in bringing awareness to the product. Advertisement DetailsBlack text on a white and orange background keeps the colors of the advertisement simple. The ad is split down the center; the left side, orange, shows the price of the jeans and mentions the free catalog while the right side, white, includes the order form, the slogan, lifetime guarantee, and the overall description of the jeans. A small photo shows the back side of the jeans, featuring Chuck Norris’ signature on the back pocket. By adding an embroidered signature of the famous action movie star, the legitimacy of the jeans increased as well as the likeliness that a Chuck Norris fan would purchase them.
On this advertisement, Century Martial Arts inc. provided statements about the satisfaction and lifetime guarantee. Century guaranteed that if buyers were not satisfied with their purchase, they could send them back for a full refund within fourteen days. Not only this, but if the jeans ever wore out, ripped, or tore, customers could send them back for a new pair at half price. Satisfaction guarantees convince buyers that the company is confident that their product will meet the expectations of the consumers.
As stated on the ad itself, the jeans feature a hidden gusset, which most people are unfamiliar with. A gusset is a triangular implement “commonly used in engineering, sewing, armor and Chuck Norris’ pants I guess” (methodship. com). This gusset helps protect the pants from ripping or binding by allowing a larger range of movement. The jeans have a lace-up front as aspose to the traditional zipper and button. So are these jeans really as great as they are hyped up to be? Commenters on methodshop. com shared their experience with owning Action Jeans. Seneca Highlander posted “As a martial artist, these jeans are certainly the most comfortable pants you can wear” (methodship. com) and continued to explain how efficient they are in terms of performing martial arts while wearing them.
The advertisement was fairly successful in the martial arts world. Many martial artists purchased the jeans whether it was because they were created by a professional or whether they just simply want a greater range of movement without ripping or binding. Even now in 2018, Chuck Norris fans and martial art enthusiasts are searching for sellers that they can purchase these Action Jeans from.
Credibility
Real-life, or reality, advertising, was used when choosing Chuck Norris to be the new face of the product in 1982. This technique convinces consumers that by purchasing and wearing these jeans, they can become just as skilled in Martial Arts as Chuck Norris was. This was especially effective during the 1980’s, when Chuck Norris was increasingly becoming a more popular action-film star. By choosing such a public figure, Century built plenty of credibility for their advertisement. The Century Martial Arts inc. is also a very popular brand for martial artists, and their products are commonly seen in UFC (Ultimate Fighting Championship) tournaments and had been sponsored by multiple martial arts legends.
Chuck Norris grew up known as the shy kid in school and was never a strong student. In 1958, Norris joined the U. S. Air Force and started studying martial arts in the time he spent stationed at the Osan Air Base in South Korea. After four years, he left South Korea and came home to work as a karate instructor. Norris opened over thirty karate studies and taught multiple celebrities martial arts. He taught Priscilla Presley, Elvis Presley’s ex-wife, and Steve McQueen, an award winning director and screenwriter. During his time as a karate instructor, Norris participated in and won multiple martial arts tournaments.
In 1968, Chuck Norris won the World Middleweight Karate Championships title for the first time. “Proving to be one of the greatest fighters in martial arts, he defended this title five more times” (Biography. com) and became known as one of the most famous martial arts competitors in his time. One of his students, Steve McQueen, urged Norris to become an actor. Norris began his career as an action-film star with a short appearance in the movie, Return of the Dragon, and his fight scene with Bruce Lee, became very popular. Not too long after this appearance, he was casted for the lead role in films such as Breaker! Breaker!, Good Guys Wear Black, and Forced Vengeance. Audiences fell in love with the rising actor and built his credibility in the media. Century Martial Arts inc. used reality advertising and simulation techniques in order to provide credibility to “Action Jeans” and bring awareness to and publicize their product. By having a famous martial arts fighter and action-film star endorse their product, Century can manipulate the minds of consumers and benefit from such an advertisement.
