Firearm advertising: Product depiction in consumer gun magazines

Elizabeth A. Saylor, Katherine A. Vittes, Susan B. Sorenson

Research output: Contribution to journalReview articlepeer-review

10 Scopus citations


In contrast to tobacco, alcohol, and other consumer products associated with health risks, we know very little about how firearm manufacturers advertise their products. The authors examined advertisements for firearms in all 27 ad-accepting magazines listed in Bacon's Magazine Directory "guns and shooting" category. Sixty-three manufacturers spent an estimated $1,195,680 on firearm advertising during the month studied. Annual advertising costs ranged widely; manufacturers spent an estimated $28.16 in advertising per firearm produced. Firearms generally were presented as a part of a lifestyle. Self-protection was noted infrequently in the advertisements. By contrast, attributes of the gun, typically technological characteristics, were noted in almost every advertisement.

Original languageEnglish (US)
Pages (from-to)420-433
Number of pages14
JournalEvaluation Review
Issue number5
StatePublished - Oct 2004


  • Advertising
  • Firearms
  • Injury

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • General Social Sciences


Dive into the research topics of 'Firearm advertising: Product depiction in consumer gun magazines'. Together they form a unique fingerprint.

Cite this