This study consists of a discourse analysis of five Nerf toy gun commercials which were aired on US television between 2017 and 2018 and were produced by the international toy gun company Hasbro Inc. Using Gillian Rose’s model of discourse analysis I as a method in combination with discourse theory, theoretical concepts of militarisation and masculinity, the question how militarised masculinity is produced through the discourse of the selected Nerf toy gun commercials has been posed and guided the analysis of this study. The findings of the analysis showed, that militarised masculinity is produced through the discourse of Nerf toy gun advertisements as presenting militaristic behaviour in combination with everyday scenes. Throughout the commercials, characteristics that are typically perceived as being masculine, such as boldness, hardness and enthusiasm for technology are frequently displayed. Moreover, the way in which protagonists in the Nerf toy gun commercials act, conveys the feeling, that when using Nerf toy guns, the viewer will belong to an exclusive group which contributes to the persuasiveness of the discourse.

In late December 2000 the Ministry of Justice and Security of the Argentine province of Mendoza completed the first phase of the programme Canje de Armas por Mejores Condiciones de Vida, hereafter referred to as the Arms Exchange Programme, as part of a multi-faceted long-term approach to transform the public security climate. Two hundred eighty five pistols, revolvers and shotguns were voluntarily turned in by citizens for destruction in exchange for vouchers for foodstuffs and tickets to football games with values ranging from US $50 to $100. Participants were able to make contact with the programme organisers through a toll-free telephone line. Prior to the firearm turn-in component a public education effort was coordinated in the school system that culminated in a violent toy turn-in and destruction drive that brought in thousands of toy guns and video games for public destruction and incorporation into displays of art. The overwhelmingly positive response to the first phase of the programme inspired organisers to launch a second phase of weapons collection on 10 April 2001 including sectors of the province outside the Greater Mendoza area. Although the second phase was scheduled to end on 24 April 2001 it had to be extended on two separate occasions in response to enthusiastic requests from several localities that were not originally scheduled to host the Arms Exchange Programme. The second phase, which lasted six weeks, collected a total of 2,281 weapons and 6,547 rounds of ammunition, bringing in a total of 2,566 weapons and 8,262 rounds of ammunition for both phases combined. Arguably, the town of San Rafael, where 809 revolvers, pistols, shotguns and rifles were turned in over the course of four days, in the southern section of Mendoza province, saw more weapons turned in per capita than any other programme in the world to date.