So what are gun advertisers highlighting in their ads? Technical attributes. The majority of gun ads (91%) emphasize the things that make one gun different from the next. For example, they discuss the quality of the gun (61%), its accuracy (38%) and reliability (35%), and its innovative features (27%) and uniqueness (21%).
Why are gun manufacturers using this marketing strategy?
Here’s where the statistics get really interesting. At the time of the study, 44 million Americans owned firearms. Three-quarters of these owned more than one gun. In fact, 20% of gun owners are in possession of 55% of all guns (excluding law enforcement and military).
In other words, guns are not evenly distributed across the U.S. population, they are concentrated in the hands of a minority. Most people that don’t own a gun are never going to buy one, so the best strategy for gun manufacturers is to convince people that they need lots of guns. Differentiating the technical attributes of one from another is their way of telling the buyer that any given gun will do something different for them than the guns they already have, enticing the gun owner to own a range of guns instead of just one.”
“Digital is its own audit.” That’s really kind of interesting to me. I’m used to unique counts being obscured and lied about. But I hadn’t considered the open-count public services. And, of course, this is what Likes and RTs and +1s lead to. A world where we encourage everyone to vote on everything (an element of more than a few sf pieces).
Cultural voting, of course, leads to the triage suggested in the quote: following counts leads inexorably to media that play only the things they already know people like.
Which makes me prize things like Mary Anne Hobbs’ Saturday night show on XFM all the more: because I know that for three hours I will hear things that I have never heard before.
Still. Interesting point.”
When Activision terminated former Infinity Ward leadership Jason West and Vince Zampella on March 1, 2010, the publisher launched an internal investigation about them. According to West, Zampella and their attorneys, it wasn’t the first time Activision tried that.
“Project Icebreaker” was, based on a recent filing from the upcoming trial, an ongoing Activision initiative to uncover information regarding West and Zampella by accessing their work email, computer, and phones. It was rolled out just months before the launch of Call of Duty: Modern Warfare 2.
It’s also incredibly difficult to not chuckle at the name, which feels right out of a mediocre James Bond movie.”