Cultural Appropriation in Historical Context: Native Americans in Firearms Advertising

The long standing appropriation of Native American culture for promotional purposes has received ample criticism from tribal members, Indigenous advocates, professional organizations, and scholars. Mounting disapproval has pressured private companies and public institutions to curtail these practices in the United States. This article expands historical understanding of these contested representation by analyzing the advertising of three major firearms manufacturers – Savage, Remington, and Winchester – and a few other gun sellers who have periodically exploited American Indian images and language from the late nineteenth century until the present day. These depictions, their historical context, and their macromarketing implications are critically examined. Also discussed are intersections with U.S. gun culture, study limitations, and opportunities for further research on Native American appropriation globally.