Armsspeak (1)

Bullet Points

The merchants of defence, the arms manufacturers, have developed a remarkable dialogue for the selling of their wares. It is a dialogue because they speak only unto themselves and their customers. Nobody else can understand it. It’s called Armsspeak. Key themes are the integrity of their weaponry, their reliability, their efficiency for the job in hand (death) and the companies’ dedication to their products. All are at pains to highlight the inventiveness of their designers in producing effective killing machines, using hyperbole and
euphemism in equal measure.

A platform, for instance, may be a tank or an unmanned drone that delivers ‘lethality’. Technically, in Armsspeak, an M-16 carbine could be a platform, since it delivers high velocity bullets with fatal onsequences. That’s the point of the M-16.

Here are edited, but unaltered, excerpts from lavish pamphlets and advertisements collected at recent arms fairs – the biggest is in London this autumn – and online.


Our culture focuses not on what we do, but on how we do it. If we focus on the how, the future that we wish to attain will follow.

We have a culture of Total Performance; a commitment to the highest standards in every aspect of the way we do business. This is guided through four embodying elements: Customer Focus, Financial Performance, Programme Execution and Responsible Behaviour.


To be the premier global defence, aerospace and security company.

All words by BAE Systems.


The Ultimate Power against any adversary on Land, Air and Sea Brahmos.

The total solutions company.

An India – Russia joint venture. The missile with a niche,

Multiple platforms, mutliple missiions, multiple targets,

One missile system.

Brahmos supercedes most popular subsonic missiles in the world

In velocity by 3 times,

In flight range by 2.5 – 3 times,

In seeker range by 3 – 4 times,

In kill energy by 9 times.

All words by Brahmos.


General Dynamics’ ethos – our distinguishing moral nature – is rooted in five values:

• Honesty
• Trust
• Humanity
• Alignment
• Value Creation

Honesty: We tell the truth to ourselves and to others. Honesty breeds transparency.

Trust: We trust each other to do the right thing.

Humanity: We are compassionate and empathetic. We respect the dignity, rights and autonomy of others.

Alignment: We are united in our commitment to our values.

Value Creation: We create value by doing the right thing for our shareholders, our customers, our employees and our communities.

All words by General Dynamics.


Devastating Lethality Against Multiple Target Sets

Designed for effect, built for lethality. Our family of warheads offers the warfighter the effects he needs for superiority on the battlefield.


Our advanced Multimode warheads offer full advantage to the warfighter with lethality against multiple targets: – Anti-Armor, – Materiel and Personnel – MOUT structures – Blast and Thermobaric effects.

All words by General Dynamics.


To be consistent means to accept no compromise,

The Heckler and Koch weapons range philosophy,

Our refusal to accept compromise in manufacturing and design,

The care and commitment.

The MP5K / MP5KPDW 9mm x 19 is optimally suited for both active engagement of individual targets and for personal defense.

All words by Heckler and Koch.


ARSENAL. JSCo is a distinguished multi-functional intra-structural Company with leading position in the National Economics and has traditions in design, production, engineering and trade of military and
civilian products.

Our Company performs an energetic innovation activity, as well as modernization of the military products. Development, production and submission of the new and modernized articles are performed without termination of submission


GHO-2 is specially designed to have maximum blast effect and is intended for destruction of enemy manpower in open, in trenches and inside buildings during special forces operations.

All words by Arsenal. Jsco – Kazanlak.


KONGSBERG is an international technology corporation that delivers advanced and reliable solutions that improve safety, security and performance in complex operations and during extreme conditions.

Aersosapce Arms


The JSM long range facilitates:

• Launch platform standoff
• Flexibility in engagement planning
• Sea control / Sea denial over a wide area
• Naval fire support and strike missions at long distance

All words and images by Kongsberg Gruppen


For over 30 years, the ASP Insignia has stood for innovative design. Flawless function. An unmatched standard of service.

In 81 countries throughout the world, ASP is the first choice of quiet professionals. Innovative concepts. Field proven designs. An uncompromising standard of quality. ASP… when you cannot
afford less.


It has been called the greatest handcuff advance of this century.

The ASP Restraint System.

A fusion of innovative design, advanced materials and cutting edge technology.

The result of an exhausting eight years design effort.

A system with real world features.

A Restraint Series that has set a new standard for safety and security.

All words by ASP.

Comments are welcome

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