Here’s the cover of Bushmaster’s latest product catalog. says is protected under the Second Amendment. Another big selling point: freedom - especially the kind the N.R.A. It gives the weapon a certain credibility and the owner a sense of being a warrior. This is a theme that runs through many firearm ads. The weapon is derived from the standard infantry rifle used by the military, and the civilian version plays off that mystique. The National Rifle Association has called the AR-15 “America’s Rifle,” and gun makers refer to them as “modern sporting rifles” meant for recreational use. Here’s a look at how this rifle and other firearms are marketed. Its sale and manufacture was once banned in the U.S., but it’s now legal and popular with consumers - and unfortunately, with mass shooters, too. This is the type of semi-automatic rifle used in the mass shootings in Las Vegas, San Bernardino, Orlando and Parkland. And marketing for the AR-15-style rifles borrows from all of these. Transcript How to Market an AR-15-Style Rifle? Use Freedom and Fun Here’s a look at how AR-15-style rifles and other firearms are marketed.įreedom.

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