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Gun advertising once evoked groups of hunters and father-son trips into the great outdoors. But over the last 40 years, the weekend sportsmen demographic shrunk as a marketing target for brands such as riflemaker Winchester.
Now gunmakers have moved away from the wholesome images of unwrapping a rifle from under the Christmas tree. That advertising has been replaced by increasingly darker messages about the benefits of armed self-protection against home invaders and an emphasis on patriotism amid the perceived danger of an eroding constitutional right to arms.
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