Ginsu: Difference between revisions
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'''The Ginsu knife''' is a product |
'''The Ginsu knife''' is a product made famous through a series of long-form advertisements in the 1970s and helped pave the way for the modern day infomercial with its use of quirky catchphrases, comical quips, and urgent call to action{{Fact|date=April 2008}}. |
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== Product development == |
== Product development == |
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[[Image:Ginsutable.JPG|right|thumb|300px|Ginsu knives]] |
[[Image:Ginsutable.JPG|right|thumb|300px|Ginsu knives]] |
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[[Ed Valenti]] and Barry Becher, founders of the [[Rhode Island]] based direct marketing agency Dial Media, found a set of knives made in Freemont, Ohio by the Douglas Quikut Division of Scott Fetzer. Originally called Eversharp, [[Valenti]] and Becher decided that they had to come up with a more alluring name before the product could become a true success and catch on in mainstream media {{Fact|date=April 2008}}. After some discussion, |
[[Ed Valenti]] and Barry Becher, founders of the [[Rhode Island]] based direct marketing agency Dial Media, found a set of knives made in Freemont, Ohio by the Douglas Quikut Division of Scott Fetzer. Originally called Eversharp, [[Valenti]] and Becher decided that they had to come up with a more alluring name before the product could become a true success and catch on in mainstream media {{Fact|date=April 2008}}. After some discussion, the team came up with the faux Japanese sounding name ‘Ginsu'. |
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The first Ginsu [[commercials]] aired in 1978, it began with a dramatic [[voice over]]: “In Japan, the hand can be used as a knife” with a man in a white karate uniform splitting a stack of wooden boards with his hand. “But this method doesn’t work with a tomato;” the voice over continues and the scene changes to show a hand smashing a tomato into a pulpy mess; which is where the Ginsu knife came in. It could “cut through a nail, a tin can, and a radiator hose and still cut a tomato paper thin,” touting the knives ability to stay razor sharp even after having been put to the test. |
The first Ginsu [[commercials]] aired in 1978, it began with a dramatic [[voice over]]: “In Japan, the hand can be used as a knife” with a man in a white karate uniform splitting a stack of wooden boards with his hand. “But this method doesn’t work with a tomato;” the voice over continues and the scene changes to show a hand smashing a tomato into a pulpy mess; which is where the Ginsu knife came in. It could “cut through a nail, a tin can, and a radiator hose and still cut a tomato paper thin,” touting the knives ability to stay razor sharp even after having been put to the test. |
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Revision as of 16:24, 15 April 2008
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 | This article's tone or style may not reflect the encyclopedic tone used on Wikipedia. (April 2008) |
The Ginsu knife is a product made famous through a series of long-form advertisements in the 1970s and helped pave the way for the modern day infomercial with its use of quirky catchphrases, comical quips, and urgent call to action[citation needed].
Product development
Ed Valenti and Barry Becher, founders of the Rhode Island based direct marketing agency Dial Media, found a set of knives made in Freemont, Ohio by the Douglas Quikut Division of Scott Fetzer. Originally called Eversharp, Valenti and Becher decided that they had to come up with a more alluring name before the product could become a true success and catch on in mainstream media [citation needed]. After some discussion, the team came up with the faux Japanese sounding name ‘Ginsu'.
The first Ginsu commercials aired in 1978, it began with a dramatic voice over: “In Japan, the hand can be used as a knife” with a man in a white karate uniform splitting a stack of wooden boards with his hand. “But this method doesn’t work with a tomato;” the voice over continues and the scene changes to show a hand smashing a tomato into a pulpy mess; which is where the Ginsu knife came in. It could “cut through a nail, a tin can, and a radiator hose and still cut a tomato paper thin,” touting the knives ability to stay razor sharp even after having been put to the test.
These demonstrations coupled with the signature line “but wait, there’s more!” are seen as being a key moment in the development of TV adverting and modern day infomercial [citation needed].
History in the Making
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The real challenges came in fitting a 20-25 minute product demonstration into a 2 minute time block and garner enough attention in the first few seconds to get the viewer to tune in and eventually purchase. Valenti and Becher’s first success with this method evolved from a conundrum Becher faced when having to paint his ceiling. Could this task be accomplished in a faster, easier, albeit smarter way? The answer was yes and came when Becher found an obscure paint pad which allowed him to paint his ceiling in “half the time of a paint brush” without the “mess or fuss.” Dubbed by the pair, the Miracle Painter, they immediately hit the airwaves catching people’s attention by showing a man painting his ceiling in a tuxedo. “Why is this man painting his ceiling a tuxedo?” the spot asks – and answers with the products no-drip ability.
Viewers were then ‘called to action’ with such phrases as “you get this all for the incredible low price of…,” “Now how much would you pay?” as well as one of the most legendary and well know phrases “But wait! There’s more” and then asked to call in to a toll-free 1-800 number where phone banks were ready to take their orders from the moment the spot aired to days, even weeks after it ran; even on a 24 hour basis. The sense of urgency that was created by being advised to “call now” and that “supplies are limited!” not only helped to sell millions, but has become a standard component of many of today’s modern day infomercials.
Cultural impact
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Valenti and Becher went on to use this method of advertising with a number of other products such as the Miracle Slicer, Royal Durasteel mixing bowls, Vacufresh storage containers, the “Chainge” Adjustable Necklace, Armourcote Cookware [citation needed].
The Ginsu knives became so successful that it is still one of the most well known and mentioned products in history[citation needed]. According to their website Ginsu Guys.com, the Comedian Gallagher made a career out of mimicking the commercials antics, Jerry Seinfeld did a routine on Ginsu on Jay Leno the night of his show’s last episode, Johnny Carson used it as a standing part of his nightly routine for years, Joe Piscopo, John Belushi, Phil Hartman and Dan Akroyd all incorporated Ginsu into skits on “Saturday Night Live,” Tony Soprano often mentions Ginsu when seated at the “family” dinner table on the HBO series “The Sopranos,” and the comic strip, “The Wizard of Id” and The New Yorker Magazine cartoons routinely featured Ginsu references.
Other mentions include movies such as Teenage Mutant Ninja Turtles, Sleepless in Seattle and Scrooged with Bill Murray, as well as television sitcoms. In addition, Ginsu knives been featured in numerous documentaries on national television networks ranging from, ABC (Chronicle) and The History Channel to the Discovery Channel and The Arts and Entertainment (A&E) Network and VH1’s “Pop Up Videos ” and MTV ’s “I love the 70’s.
References
Becher, Barry (2005). The Wisdom of Ginsu: Carve Yourself a Piece of the American Dream. Franklin Lakes, NJ: Career Press. ISBN 1-56414-803-3. {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
Isabel Gottlieb (2008-3-7). Brown Daily Herald "30 Years Later, This Iconic Knive Still Carving Its Name". Newsgroup: features. Retrieved 2008-04-9. {{cite newsgroup}}: Check |newsgroup= value (help); Check |url= value (help); Check date values in: |accessdate= and |date= (help)
GinsuGuys.com – About: The Ginsu Guys