Nikon, a company most known for its cameras and lenses, also has several different business ventures, including non-photographic optics. For Nikon, hunting scopes are a big part of the company's consumer-level business, but not one that comes without controversy. Once again, Nikon has come into the cross hairs of critics over its rifle scope products.
In a new advertisement for its top-grade Monarch African model hunting scope, Nikon has made some statements that many people are taking issue with. Some of the questionable marketing? Comments including that “this scope is perfect for those seeking their dangerous game adventure on the dark continent,” the scope is “the proven choice for dangerous big game hunting,” and “Africa has long been a continent of dreams for hunters around the world.”
Now, while some see nothing more than advertising, others are crying foul, or at least irony as, in its ads for photo gear, Nikon touts its products abilities to photograph nature and leave it as one found it.
Stefano Unterthiner, who won the Wildlife Photographer of the Year contest in 2008, was highly critical of the Nikon ad, commenting that “I’ve used Nikon since I was a young boy fascinated by nature and wildlife. I always saw Nikon as a company close to nature, but I was wrong,” later adding that “wildlife needs protecting now more than ever, and I urge the company to end its support for trophy hunting.”
As already stated, this is not the first time Nikon has come under fire for its hunting optics. In 2009, Nikon pulled its support for a “predator derby,” which critics labeled as poaching, after a huge outcry on the Internet. Nikon also redesigned its sport optics website, eliminating pictures of hunters in the field with their trophy game.
Additionally, big game hunters (which Nikon is gearing its Monarch African toward) bring in big money to often-poor African countries, sometimes paying tens of thousands of dollars for safaris during which they can hunt big game animals in the style of the 19th century. Needless to say, a whole host of issues arise from these facts alone.
So, did Nikon cross the line in its advertising or is it a company merely trying to promote a product to a dedicated customer base? So far, Nikon has not removed that ads, which means that the debate is sure to continue.
For more info:
The Independent
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