Violence Policy Center

Military or law enforcement imagery and terminology to appeal to the potential gun buyer, supplemented with similar terms to describe the undefined “mission” for which the weapons are designed.

Caption
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"We Arm Heroes"

An FN ad from the online edition of the National Rifle Association’s American Rifleman magazine for its Five-seveN pistol, which was originally designed to penetrate body armor worn by opposing soldiers, extolls its products as “The World’s Most Battle-Proven Firearms” and promises “We Arm Heroes.” 

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