Freedom ... Fun ... Fearlessness ... This is what firearm ads promise. And marketing for the AR-15-style rifles borrows from all of these. This is the type of semi-automatic rifle used in the mass shootings in Las Vegas, San Bernardino, Orlando and Parkland. Its sale and manufacture was once banned in the U.S., but it’s now legal and popular with consumers — and unfortunately, with mass shooters, too. Here’s a look at how this rifle and other firearms are marketed. The National Rifle Association has called the AR-15 “America’s Rifle,” and gun makers refer to them as “modern sporting rifles” meant for recreational use. The weapon is derived from the standard infantry rifle used by the military, and the civilian version plays off that mystique. This is a theme that runs through many firearm ads. It gives the weapon a certain credibility and the owner a sense of being a warrior. Another big selling point: freedom — especially the kind the N.R.A. says is protected under the Second Amendment. Here’s the cover of Bushmaster’s latest product catalog. It’s a popular selling point for firearms, especially for AR-15-style weapons. The threat of losing that freedom is a popular N.R.A. theme. “The only way we save our country and our freedom ... ” “And I’m freedom’s safest place.” “They truly hate the freedom that I stand for.” Self-defense is also a major selling point. “There is no better firearm to defend their homes against realistic threats than an AR-15 semiautomatic.” This is a description of the AR-15-type on the Springfield Armory website. It says it’s “built for the free” and also calls the weapon “America’s personal defense rifle.” It’s these types of sales pitches that have made AR-15-type weapons one of the most popular firearms on the market.