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Bushmaster, the company that manufactures the semiautomatic rifle used in the Newtown, CT murders will not spin its way out of this public relations nightmare easily.

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One of their promotional campaigns, which tells potential buyers that their “man cards” will be reinstated with the purchase of one of their weapons, has come under fire (pun intended).

What is more disturbing is that one of the ads, evidently created before the shootings, chastises one fictional buyer for being afraid of elementary school children:

This whole misguided campaign reminds me of a line from the movie “Shoot ‘Em Up” when Stephen McHattie’s character Hammerson, a gun manufacturer, asks Paul Giamattie’s character Hertz: “Do you know why Americans love guns, Mr. Hertz? And it’s got nothing to do with all that phallic mumbo-jumbo, ‘cockin’ your gun.’ No, Hertz, people love guns because America is a land of opportunity, where a poor man can become rich, and a p*ssy can become a tough guy, if he’s got a gun in his hand. Now, I’m hopin’ you’re not just a p*ssy with a gun in your hand…”

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No disrespect to anyone who owns guns, but if you have to buy anything to feel more like a man and are being successfully marketed to in this way, you should reevaluate your life.

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