| 词条 | Ginsu |
| 释义 |
Ginsu ({{IPAc-en|ˈ|g|ɪ|n|s|uː}}) is a brand of direct marketed knives that was made popular in the United States by being sold on television using infomercials characterized by hawker and hard sell pitch techniques. The ads fueled sales of between two and three million Ginsu sets between 1978 and 1984.{{citation needed|date=January 2015}} HistoryGinsu knives were originally called Quikut, made by a company in Fremont, Ohio. Since "Quikut" lacked panache, Ed Valenti, Barry Becher, and copywriter Arthur Schiff created a name that alluded to the exceptional sharpness and durability of Japanese samurai swords. As Valenti told the Palm Beach Post in 2011, "The challenge was to position the product so that it made every other knife you owned obsolete."[1] The resulting Ginsu ads copied the hard sell direct marketing techniques of carnival hawkers pioneering TV pitchman Ron Popeil had adapted to the medium in the 1960s. In the process, they helped solidify the formula for the modern infomercial. The ads were ubiquitous in the late 1970s on U.S. television. Advertisements for the "amazing" Ginsu knife asked, "How much would you pay? Don't answer!", urged viewers to "Call now! Operators are standing by!", and included the signature "But wait! There's more!", which became a popular infomercial catch phrase, and has been used ever since.[1] Media scholar Robert Thompson, of Syracuse University, called the Ginsu advertising campaign "the pitch of all pitches."[1] "Ginsu has everything a great direct-response commercial could have," said John Witek, a marketing consultant and author of Response Television: Combat Advertising of the 1980s. "Ginsu had humor, demonstration, and a precisely structured series of premium offers I call 'the lots-for-a-little approach'."[2][3] Valenti and Becher later repeated the advertising formula with other products such as the Miracle Slicer, Royal Durasteel mixing bowls, Vacufresh storage containers, the Chainge Adjustable Necklace, and Armourcote Cookware.[1] TV pitchmen Billy Mays and Vince Offer employed the hard-sell informercial to great success in more contemporary times. While the name Ginsu was invented by Becher, Becher later translated the word as meaning "I never have to work again".[4] In April 2009, a stretch of road in Warwick, Rhode Island, which passes the office of Ed Valenti was named "Ginsu Way".[5] The Ginsu Brand Today{{As of|2018}} Ginsu Knives are still manufactured and sold. The Quikut and Ginsu brands have both been manufactured in Walnut Ridge, Arkansas, since the merging of the Douglas (vacuum cleaners) and Quikut (knives) companies in 1964. Douglas Quikut also manufactures ReadiVac and American Angler brands.In 2013 Consumer Reports reviewed the Ginsu Chikara knife set in their comparison of fifty knife sets and rated it as their "Best Buy".[6][7][8] References1. ^1 2 3 Quoted in obituary of Barry Becher, The Washington Post (DC), June 28, 2012, p. B6. 2. ^{{Citation| last = Reynolds| first = Bill| title = GINSU! It came from Warwick – it devoured the marketing world| newspaper = Sunday Journal Magazine| pages = 3| date = December 12, 1982}} 3. ^{{Citation| last = Auchmutey | first = Jim| author-link = | title = But wait, there's more!| newspaper = Advertising Age Special Report| pages = 1| year = 1983}}. 4. ^{{cite news |last=Hevesi |first=Dennis |title=Barry Becher, a Creator of Ginsu Knife Commercials, Dies at 71 |url=https://www.nytimes.com/2012/07/01/business/media/barry-becher-a-creator-of-ginsu-knife-commercials-dies-at-71.html |accessdate=8 March 2013|newspaper=The New York Times|date=30 June 2012}} 5. ^{{cite news |title=But wait, there's more! Call that road Ginsu |url=http://www.msnbc.msn.com/id/30036787/ |agency=Associated Press |date=2009-04-03 |accessdate=2009-04-04}} 6. ^http://www.consumerreports.org/cro/home-garden/kitchen/kitchen-knives/kitchen-knives-ratings/ratings-overview.htm 7. ^{{cite web|last=DiClerico|first=Daniel|title=In Consumer Reports' tests of cut-rate knives, Ginsu skewers Ronco|url=http://homes.yahoo.com/news/tests-cut-rate-knives-ginsu-skewers-ronco-180000098.html|publisher=Yahoo!}} 8. ^http://www.thetruthaboutknives.com/2013/08/consumer-reports-kenji-lopez-alts-kitchen-knife-video-shootout/ Further reading
External links
3 : Kitchen knife brands|Direct marketing|Products introduced in 1976 |
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