Saylor Elizabeth A, Vittes Katherine A, Sorenson Susan B
University of California, Los Angeles, CA, USA.
Eval Rev. 2004 Oct;28(5):420-33. doi: 10.1177/0193841X04267389.
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.
与烟草、酒精及其他有健康风险的消费品不同，我们对枪支制造商如何宣传其产品知之甚少。作者调查了《培根杂志目录》“枪支与射击”类别下列出的所有27家接受广告的杂志上的枪支广告。在研究的那个月里，63家制造商在枪支广告上的花费估计为1,195,680美元。年度广告成本差异很大；制造商在每支生产的枪支上的广告花费估计为28.16美元。枪支通常被呈现为一种生活方式的一部分。广告中很少提到自我保护。相比之下，几乎每则广告中都提到了枪支的属性，通常是技术特征。
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