It’s kind of funny. When I see ads for stuff that I like— scotch, the Kindle, panda restraints, 50 gallon drums of lube— I don’t identify with them. I don’t look at a picture of someone holding a Kindle and think “Yeah, that’s like me.” It’s an ad, so I see it as trying to exploit my feelings on the subject to buy their shit, to identify so I’ll have goodwill towards them.

That’s an ad from a Remington Arms. It’s not a shot that a dad and his son took happily together. It’s a calculated image designed to make gun owners react positively to it.