This ad is difficult to write about, as a picture of Chuck Norris alone is worth a few thousand words. Or an eight volume series. But something should be said about this ad, if that’s possible.
What we notice right away is that Chuck Norris is in the middle of a roundhouse kick, the words “Chuck Norris Action Jeans” are sprawled across the top of the page, Chuck Norris’ signature is above his head, a red and white backdrop is setting the scene, a stylish pair of jeans is being worn by Chuck Norris, and Chuck Norris. Now unlike Chuck Norris who just has to stare at a book to get the information, the subject of this ad, the pants, seems to be a good place to start. The subject of the ad is, of course, a pair of Chuck Norris “action jeans”. Seeing Chuck Norris in the middle of a roundhouse kick wearing them shows that they are obviously either very strong, or that they don’t rip out of fear of Chuck Norris beating them up. This mid-roundhouse kick pose adds to the “action” of the scene and solidifies the ads claim that they are, in fact, “action jeans”.
Chuck Norris appears to be staring at his boot, as if making sure that his foot doesn’t knock the word “Jeans” out of the advertisement. Or knock the whole advertisement out of the page, for that matter. Also, his level of concentration gives a sense of seriousness to the ad, and almost seems to say that as you have more freedom with your jeans, you can worry about other things, like the guys face your about to roundhouse kick.
What does Chuck Norris do for the advertisement? His appearance in the ad is obvious, from his signature above his name to him accomplishing a roundhouse kick. According to Wikipedia, “Carlos Ray “Chuck” Norris is an American martial artist, actor, film producer and screenwriter. After serving in the United States Air Force, he began his rise to fame as a martial artist, and has since founded his own school, Chun Kuk Do.” Having Chuck Norris in an “Action Jeans” ad makes sense, since Chuck Norris is a famous martial artist and actor and known for action-packed movie scenes. The words “Chuck Norris” at the top of the page are in a font that resembles his signature, which adds a level of confirmation or endorsement for these wonderpants that they are in fact approved by Chuck himself.
The roundhouse kick that Chuck is in the middle of really puts a lot into the ad. First, the roundhouse kick is his signature move. Seeing it happen adds a
This appears to be a catalog advertisement as there is an order form in the bottom right corner. Considering this, the magazine that this is in could make a large difference on how the reader would have interpreted it. If it was in a Ti-kwon-do magazine, it would make sense that it is there as it would appeal to martial artists. It would also make sense in an engineering, carpentry, or building magazine, since the jeans are advertised as being non-binding and will allow greater freedom of movement. However, it would make no sense in a gardeners or children’s magazine as action is not exactly a description of either.
The price of 19.95 is listed under “Adult Size”, which leaves one wondering if there were kids sizes available, and why adults were allowed, or even able, to wear something with Chuck Norris’s name on them in the first place. In the finer print it claims that “if they ever wear out, rip, fray, or tear” then you can return them and buy a new pair of action jeans for half the original cost. Noting that it states “if they ever rip,” it appears to indicate that they include a lifetime warranty since it says “ever” as opposed to “within 30 days”. I’m pretty sure none were returned, because I haven’t heard of any jeans being roundhouse kicked by Chuck Norris lately.
There is a picture of the back right pocket of these incredible pants, supposedly being worn by Chuck Norris. This helps you imagine the fit and the style of the pants. This picture is not really needed however, as there is already a picture of him wearing them. Also this photo is fairly small considering that you can’t see the rest of the jeans. But one should not question Chuck Norris. He wins Connect Four games in three moves. He can slam a revolving door. He can do what he wants.
Looking at the fine print, it describes the jeans as being “developed by Chuck Norris for stunt fighting”, and that they are “western” styled pants. What this adds to the ad is the confirmation that these jeans were “developed” for action and adventure, and gives them a sense of strength. Saying they’re “western” style accomplishes the same thing. The West is often associated with adventure, fighting, ruggedness, and action.
The phrase at the top “Won’t Bind your Legs” is pretty straight forward in that these jeans give you greater movement. It also implies that other jeans are too restricting and that you will experience more freedom in these than any other jeans out there. Looking at the order form, it appears that you can only order them in two sizes at once, as there are only two places to order.
Upon looking closer, we notice an advertisement in the advertisement. In the bottom left it states that you can receive a “free catalog”. It goes on to say that the catalog contains “Century Martial Arts products, featuring Chuck Norris”. Some products available include “weapons” “gifts” books” and “sparring gear”. You can gain access to all of these amazing products for only one dollar! This is appealing to other Martial artists who are looking for more apparel like this, and for Chuck Norris fans looking for something else to add to their collection of Chuck memorabilia.
Chuck Norris is the man. He eats meat so rare that he only eats unicorns. Maybe if you wear the jeans, you might just be as awesome as Chuck Norris!!!