'The battle never stops' - A discourse analysis of Nerf toy gun advertisements

Abstract: 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.