Title of Oral/Poster Presentation

The Rhetoric of Firearms Advertising: a Generic Criticism

Presenter Information

Dallin GrowFollow

Class

Article

Graduation Year

2017

College

College of Humanities and Social Sciences

Department

Languages, Philosophy and Communication Studies Department

Faculty Mentor

Jennifer Peeples

Presentation Type

Oral Presentation

Abstract

Recent incidents of violence have brought marketing in the firearms industry under increasing scrutiny. The political debate between individual rights and collective safety has created important opportunities for research. Using the descriptive method of rhetorical criticism, this essay asks the question, "does a new genre exist among gun advertisements, outside of the traditional themes of hunting, sporting, and self-defense?" The presented and suggested elements of four advertisements for various modern firearms are examined for rhetorical connections. The findings of this exercise indicate that a new genre of patriotic duty has emerged in firearms marketing, shaped by ideologies of masculinity, militarism, and membership in the militia. This essay adds to other works in the field of visual rhetoric, an increasingly important lens of study in a global society saturated with visual messages that are designed to persuade, inform, and influence us. Understanding these messages can help us understand the society we live in, the community around us, and even ourselves.

Location

Room 101

Start Date

4-13-2017 10:30 AM

End Date

4-13-2017 11:45 AM

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Apr 13th, 10:30 AM Apr 13th, 11:45 AM

The Rhetoric of Firearms Advertising: a Generic Criticism

Room 101

Recent incidents of violence have brought marketing in the firearms industry under increasing scrutiny. The political debate between individual rights and collective safety has created important opportunities for research. Using the descriptive method of rhetorical criticism, this essay asks the question, "does a new genre exist among gun advertisements, outside of the traditional themes of hunting, sporting, and self-defense?" The presented and suggested elements of four advertisements for various modern firearms are examined for rhetorical connections. The findings of this exercise indicate that a new genre of patriotic duty has emerged in firearms marketing, shaped by ideologies of masculinity, militarism, and membership in the militia. This essay adds to other works in the field of visual rhetoric, an increasingly important lens of study in a global society saturated with visual messages that are designed to persuade, inform, and influence us. Understanding these messages can help us understand the society we live in, the community around us, and even ourselves.