Ad campaigns by gun makers continue unabated after mass shootings at a Las Vegas country music concert and a Texas church. But the marketing tactics for the semi-automatic weapons known as AR rifles are under new scrutiny in the aftermath of recent attacks.
The ads often show soldiers in greasepaint and camouflage, wielding military-style rifles depicted as essential to the American way of life. One promotional spot refers to weapons that are "engineered to the specs of freedom and independence."
Gun-control activists say the ads risk inspiring the next shooter. Gun-rights advocates insist the weapons are being blamed for the acts of deranged individuals.
The ads have also become a focal point in the court case against a gun company over the 2012 massacre at a Connecticut elementary school.
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