I have published a few articles/book chapters on gun advertising. My first was an analysis of the rise of Gun Culture 2.0 as reflected in The American Rifleman. I replicated that study using Guns magazine. And most recently examined the portrayal of women (and men) in the Rifleman. If we expand from advertising per se to the marketing of Gun Culture 2.0, then I can add my study of the USCCA’s Concealed Carrry Expo to the list.
Because most analyses of gun advertising are impressionistic (and politically motivated), I get quite a few calls from the media about it. Although I welcome the opportunity to correct misunderstandings about the content and effect of gun ads (e.g., Bushmaster’s “Man Card” campaign), I welcome even more a recent “call for papers” I received from a marketing professor, Terrence Witkowski.
Witkowski is guest editing a special issue of the
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