Well, nothing, really.
I don’t know how to tell you this, but beer commercials have been lying to you for the last few decades: You are not going to be surrounded by comely young lasses if you chose to drink Bud Light, and it really doesn’t matter if you think it’s less filling OR it tastes great, because drinking Miller Lite has little to do with your ability to hang out with iconic sports figures.
Oh, and there’s no such thing as the Easter Bunny or Santa Claus either. Sorry about that.
What does this have to do with guns? Well, beer commercials are a prime example of lifestyle marketing: They rarely, if ever, talk about how the beer tastes or what it’s made from, the talk about the life you’d be leading if you drank their swill. They can’t talk about the wonderful caramel tones in Kilt Lifter or the bananas and cloves in Saison Dupont because the typical beer drinker has never learned how to talk about such things or they can’t taste the difference or they really don’t care about the taste and are looking to get a quick buzz at the end of a long day.
Everything I just said about the marketing of beer applies here. We are entering a period of time where guns, and especially guns designed for concealed carry and the “tactical” market, are becoming part of our lifestyle, and that is a very good thing because that means the gun buying bubble will not drastically implode. However, it means that the marketing techniques that work for other lifestyle items like cars and food and music are going to start to be effective when it comes to marketing guns, and hot chicks, ah, displaying their wares is definitely an effective lifestyle marketing strategy. Good, bad, indifferent… it works with us males (and a surprising amount of females, too).
If guns are going to become the new Harley-Davidson, the gun equivalent of “Easyrider” is sure to follow. I’m not into motorcycles, and I prefer magazines like Car&Driver that talk about the cars themselves and how much fun they are to drive. However we’d be morons not to acknowledge that sex sells. Is that a good thing? No, probably not. Is it a real thing? Yes, yes it is.