Firearms Ad Equates Gun Ownership with Masculinity

by Liane Membis

Bushmaster, the firearms company that manufactured the rifle that Adam Lanza used to kill 28 people at Sandy Hook Elementary School last Friday, is making a bold statement with a new ad.

The gun makers have launched a “Mancard” campaign, equating manhood with the ownership of a firearm. Through the campaign gun users are allowed to revoke someone’s mancard for a variety of feminine actions: crying too much, being ruled by your woman, or using too much antibacterial soap.

Want to prove how much testosterone is in your bones? Buy a weapon — a Bushmaster gun at that.

Insensitively, the ad also shows a revoked man card for an “Adam L”. Playing, much?

What do you think of this ad? Do you think the gun company has crossed the line?

  • Tonton Michel

    Very poor taste, insesitive and inflammatory. I am stunned that someone in that company would think that this was a good idea, after the tragedy that took place. Common sense should have prevented this move.

  • omfg

    nothing new here.

  • jamesfrmphilly

    real manhood is internal and does not need props….

  • Perspective

    I think the ad is insensitive to the victims of the shooting – but we all know – none of these women would want there to be a bump in the night and then their man look at them like –

    “YOUR TURN!”

    Welcome to EQUALITY!

  • Perspective

    hold on – please let me get you some vaginal wipes.

    “real manhood is internal!”

    YUP – SURE IS – and now I direct you to your nearest black community.

  • GlowBelle


  • Tracy

    More white male insecurity guised as “manhood”, yawn

  • myblackfriendsays

    I have to believe that the Adam L. thing is just an unfortunate coincidence.

    In general, I find these “real man/real woman” ploys to sell different products to be quite irritating.

  • kaybee

    This is just disgusting..I wonder how these same ppl behind this ad would feel if someone they knew was shot..idiots

  • myblackfriendsays

    The more I look at it, the more I think the “L” has been photoshopped.

  • George

    Did anyone read the report? The rifle was left and found in the car, ie not used. Just saying.

  • EST. 1986

    Yea, like that sexist Dr. Pepper commercial.

  • Leonard Smalls

    Interesting comment; however allow me to add the following:
    - one may feel compelled to reinforce their “manhood” with “props” to defend themselves against those who may feel threatened by said manhood.

  • jamesfrmphilly

    “Private equity firm Cerberus Capital Management announced today that it plans to sell off its investment in gunmaker Freedom Group, the manufacturer of the rifle (bushmaster) that Adam Lanza is said to have used in the Newtown shootings that killed 20 children and seven adults”

    this was done after threats from teachers unions…

  • Anthony

    One of the most popular things going in the gun world right now is the zombie apocalypse craze. They are selling zombie targets and even zombie killer knives. The gun world has a lot of paranoia, fantasy, fear of the other within it. As Michael Moore noted in a movie, we can never forget that this country was founded by people who had Native Americans on their frontiers, and African slaves right in their own backyards! Fear and paranoia are at the heart of the 2nd Amendment. Even though I enjoy shooting and support the idea of self defense, I would a fool to goner the obvious.

  • kc

    I am at work and literally snapped when I read your comment. Yaaas!

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