Wild West in the world of advertising
Do you remember a time when the internet was still in its infancy and the printed word was king? A time when magazines like ours were not only a source of information, but also a reflection of the prevailing culture? Then let's delve into the archives together and revive an era when advertising for gun manufacturers was even more raw, direct and - yes, it has to be said - “wild”. Welcome to a journey through the vintage ads of legends like Glock, Beretta and Colt, which today tell us more about the gun culture of the time than many a history book. Let's indulge a little in the past.
Beretta - A brand with centuries on the barrel
Founded in 1526 in Gardone Val Trompia, Italy, Beretta is the oldest active firearms manufacturer in the world. What began as a forge for arquebus barrels has developed over the centuries into a global armaments group with customers in over 100 countries. Today, Beretta Holding is one of the largest gun manufacturers in the world, with subsidiaries such as Benelli, Sako, Tikka and Steiner Optik under its roof. Despite its size, the brand has retained its identity: Italian design and a strong connection to hunting and sport shooting.
Image above: "Heritage" and "history" are the mottos of the Italian firearms brand Beretta. The Italians have always straddled the line between tactical applications and traditional, hand-crafted hunting weapons. Source: Beretta
Glock - From plastics pioneer to icon of modern firearms technology
When Gaston Glock founded a plastic and brass parts company in Austria in 1963, little did he know that it would grow into the world's best-known firearms brand. It was not until the early 1980s that Glock developed its first pistol, the Glock 17. Today, Glock Ges.m.b.H. is a global company headquartered in Deutsch-Wagram, Austria. The company employs approximately 1,800 people worldwide and has an estimated annual turnover of more than 500 million euros, with an upward trend.
Picture above: Glock's advertising is very reminiscent of the old Porsche commercials: Provocative slogans, always with a wink, never over the top. The result: the idea sticks. Source: Glock Ges.m.b.H.
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Colt & Armalite
When you talk about American gun culture in the '80s and '90s, there are two names you can't avoid: Colt and Armalite. Together they stand for one of the most iconic weapons of modern times - the AR-15. Its origins date back to the 1950s, when aircraft engineer Eugene Stoner designed the AR-10 and later the lighter AR-15 at Armalite-a revolutionary aluminum and polymer design. Armalite sold the rights to Colt in 1959, which brought the design to production. In the 1960s, the AR-15 became the M16, the standard weapon of the U.S. military - and the civilian version was marketed worldwide under the name Colt AR-15. Colt, originally founded in 1836 by Samuel Colt, was already a veteran of the gun industry. The success of the AR-15 cemented the brand's reputation as an innovator in the field of semi-automatic long guns.
Picture above: I'm coming out as a "non-1911" and "non-old-school AR15 fan". But even I have to admit: If an ad like this was displayed or printed somewhere today: I would be sold: I need a 1911 and I need an oldschool AR. Source: COLT & ARMALITE
Conclusion: Vintage ads are a window to another time
At a time when there were few alternative media, print ads in trade magazines and newspapers were a powerful tool. They shaped opinions, created desires and contributed significantly to the popularity of certain models. An ad for the Colt AR15 in a relevant magazine directly reached the target audience of those interested in self-defense, sport shooting, or even military history. These ads were part of the cultural discourse. American well-being with a burger anecdote at Smith & Wesson. The COLTS 9mm carbine ad shows police officers from the '80s and '90s in uniforms that seem out of this world. And Heckler & Koch soberly shows the "new" HK94 carbine. With binoculars and compass, of course. As usual.
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