This analysis is based on a review of more than 400 advertisements, catalogue entries, brochures, social media posts and other messages produced by gun manufacturers and ad agencies. Many of the ads appeared in gun-oriented publications, including American Rifleman and Guns & Ammo — and some have been cited over the years in lawsuits and Federal Trade Commission complaints filed by victims of gun crimes or their families. The Washington Post sought additional analysis from experts on the intersection of marketing and culture.
The ads show how an industry attuned to public opinion across the decades, particularly among its heavily conservative customer base, has heralded the AR-15 as a weekend toy, an effective tool for hunting and home defense, and an expression of masculine energy — at times, all at once. Frequent images of police and soldiers wielding tactical rifles in the field urged civilian buyers to, as one ad put it, “use what they use.”
Unless otherwise noted, gunmakers whose ads appear in this story did not respond to requests for comment.
1957
Armalite makes a prototype
Gunmaker Armalite starts work on a prototype based on the U.S. military’s desire for a lightweight rifle capable of automatic fire. The company dubs it the Armalite Rifle Model 15, or AR-15.