Blair, Elizabeth M., and Eva M. Hyatt. “The Marketing of Guns to Women: Factors Influencing Gun-Related Attitudes and Gun Ownership by Women.” JSTOR. American Marketing Association, 1995. Web. 7 Nov. 2016. <http://www.jstor.org/stable/30000384>.
Blair and Eva portrayed the gun companies in a very different light than other sources did. They showed their readers the what happens in a corporation to make money, and how companies will do anything to make money. When the number of gun units dropped significantly, they had to come up with an alternative market to start targeting. And this market was women. Women have always been vulnerable, and weaker to their male counterparts, so it makes sense for companies to target this aspect of their characteristic. One of their main campaigns was Choose Not to Be a Victim. They illustrated middle aged white women, some even holding their child’s hand, scared on the front of their advertisement. Or an alternative advertisement portrays an empowered white woman standing up to the stereotypical idea that she is the victim. The gun company perfectly advertises to the women, by saying that they have a chance to step out of the shadows of their male partners and take care of their family on their own. And as a woman, why wouldn’t you take that chance, when you are usually handed the short end of the stick? “Mary Stange (1994) argues that the media (primarily television and movies) discourage women from owning guns for their own self-defense and the message being promoted is that it is more appropriate for “good” women to be rescued by men than for women to arm themselves against”. This is just one example of how the society at the time wasn’t progressing in gender equality. The sad part is that there is such a prevalence in this today. Like the pink colored guns, companies are selling women and male only products. One that particularly stands out is “Kleenex Tissue Man-sized”. Men feel so uncomfortable with the idea that they are using a ‘feminine’ product that companies have started to make male and female only products.
This article was probable my favorite that I found. I found the way they discussed the gun company very interesting and I enjoyed how they added real advertisements. especially when they talked about the campaigns that women would see, it really gives you another perspective. Calling women, a victim could almost be a joke, however they proved me very wrong.
After reading this the only real thing that I am left wondering is when these campaigns ended. How long did calling women victims encourage them to buy a weapon, and what advertisements did they switch to?