In contrast to tobacco, alcohol, and other consumer products associated with health risks, we know very little about how firearm manufacturers advertise their products. The authors examined advertisements for firearms in all 27 ad-accepting magazines listed in "Bacon's Magazine Directory" "guns and shooting" category. Sixty-three manufacturers spent an estimated $1,195,680 on firearm advertising during the month studied. Annual advertising costs ranged widely; manufacturers spent an estimated $28.16 in advertising per firearm produced. Firearms generally were presented as a part of a lifestyle. Self-protection was noted infrequently in the advertisements. By contrast, attributes of the gun, typically technological characteristics, were noted in almost every advertisement.