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Thomas Wozencraft Professor Jerome McKeever English 101H Summary 21 February 2014 Word Count: 761 Tom Wozencraft: Selling a New Generation on Guns by Mike McIntire Published January 26 th 2013 (http://www.nytimes.com/2013/01/27/us/selling-a-new-generation-onguns.html?pagewanted=1) illustrates our societies changing views and the negativity towards weapons popularized by mass shootings and propaganda to prevent gun violence. The article describes the debates that occur between firearm enthusiasts and the groups against them. The article also details how marketing campaigns implemented by gun enthusiast groups and the manufacturing companies that support them are working to combat the negativity surrounding firearms. These companies attempt to change the culture and views surrounding firearms by conducting major studies, implementing demographically specific marketing strategies, and working to change the perception of firearms while changing the laws that regulate their use ultimately progressing in the debate against guns. According to the article gun violence has resulted in a negative trend in the views of the public as it pertains to firearms. Political organizations, private organizations, and firearms manufactures have contributed to the debate leading to decipher weather weapons should be

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deemed the culprit of these violent crimes or rather firearms in our homes and in the schools will lead to a safer country and a better awareness and respect for gun safety ultimately resulting in fewer casualties. Though there are many factors regarding these debates some aspects of the argument are steadily debated. Firearms manufacturers and the enthusiast that support them strive to suggest when children are familiarized and taught the proper way to handle deadly firearms the chances of accidents occurring are very small where as children or adults not familiar tend to lead to fatal accidents. In addition their arguments include factual studies on the chances of injury to further convince the public, including injury statistics comparing recreational shooting and hunting injuries to be lower than those of football or cheerleading. However critiques counter by explaining the negative psychological effects of raising children in a pro-gun society. Their arguments strive to suggest that with the increase in violent video games promoting the use of firearms in deadly manners as well as the easy accessibility to firearms to the mentally ill result in a high amount of gun violence that could otherwise be prevented. According to the article the National Rifle Association of America and the National Shooting Sports Foundation along with firearm manufacturers have attempted to combat the negativity surrounding firearms by pleading the theory that learning gun safety at an early age prevents accidents while also implementing specific marketing to boost sales. Their goals are to drive sales by innovating solutions that will change the negative trend that gun violence has caused. One of the most important marketing strategies implemented by these groups operate by selling through the younger demographic of our society. The campaign making progress five

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years ago has reached to the younger demographic. By conducting social studies leading to insight on the most influential ways to market guns, mostly for hunting and recreational shooting, has sparked the interest of children and their parents. These studies resulted in the ideal techniques in which to target the younger demographic. Such strategies identify the needs the public may have for firearms. An example would be marketing to schools by implementing shooting classes that help develop the life skills and responsibility that develop when being taught to deal with firearms. These techniques sell the schools into holding these classes and supporting firearms. Their strategies also include the need to change the laws in regards to the use of guns for hunting in young children. Manufacturers support firearm enthusiast groups that teach children to use firearms, such as boy scouts, by providing grants including firearms and ammunition to help popularize the culture in children. This awareness is believed to eventually result in more positive views and the changing of laws to better enable the use of firearms among children. As our ever changing society debates the positives and negatives of firearms men and women of many groups attempt to settle the fate that firearms will hold in our societys future. Some groups deem firearms a hazard to our nation and a danger to our people. While firearm enthusiast groups and manufacturers attempt to battle these beliefs by marketing the real purpose and benefits of familiarizing children with firearms while changing the laws in their favor. In a changing culture firearm manufacturers have conducted major studies and marketed to significant groups to raise the support for firearms. Only time will provide the conclusion of these debates and the success of these companies marketing strategies.

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