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The Boston Globe


Joanna Weiss

Stigmatize guns

Once word got out that the AR-15, a consumer-grade knockoff of the M-16, was used to carry out the massacre in Newtown, it didn’t take long for someone to find the “Man Card” ad campaign.

Concocted two years ago for Bushmaster, the rifle’s North Carolina-based maker, the web ads offer various tests of manliness — Do you “think tofu is an acceptable meat substitute”? Avoid eye contact with “tough-looking 5th graders?” — and suggest that a “Man Card” can be revoked, then reissued with the purchase of a gun.

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