As much as it pains me to say it, Hoyt is correct that the term "assault weapon" as advertising preceded the anti-gun movement's use of the term. Some one did a piece on it and I read it with a bit of shame.
I knew I have seen that claim before, so I did some digging in some old threads, and for readability will rehash some of that discussion here. In my opinion, that claim is largely bunk.
I strongly suspect that the article you're thinking of is
Tartaro, "The Great Assault Weapon Hoax" (1995), written years after Sugarmann's screed
"Assault Weapons and Accessories in America" (1988). Not only does Tartaro fail cite a single instance of a pre-Sugarmann use of the term in gun marketing, but he doesn't come across as particularly well informed on guns overall, IMO.
Here's Tartaro's claim:
The idea of calling semi-automatic versions of military small arms "'assault weapons" did not originate with either anti-gun activists, media or politicians. The term "assault weapon" was first corrupted by importers, manufacturers, wholesalers and dealers in the American firearms industry to stimulate sales of selected "exotica"--firearms which did not have a traditional appearance.(10)
And here is Tartaro's
sole citation for that claim:
(10) See SHOTGUN NEWS and other firearms publications beginning in the early 1980s.
Shotgun News, at that time, was a tabloid-format weekly of mostly classified ads posted by individual gunsmiths/collectors or mom-and-pop businesses---and he can't even seem to cite an instance ("see half a decade's worth of WEEKLY classified ads, or maybe some other magazine, but trust me on this"). Maybe he recollected accurately, and maybe he didn't, but it looks like he pulled the citation out of his head, and if he's a lawyer you'd think he'd own a copy of the MLA Style Guide.
He wrote that article in 1995; Josh Sugarmann had been popularizing the term in the pro-bans literature for years by that point. Color me skeptical.
Another passage from Tartaro flatly contradicts much of what he implied in the first cite:
First, the term "assault weapon" is erroneously applied. Assault weapons are by military procurement definition "selective, fire (full auto continuous or burst fire plus autoloading) arms of sub caliber." Since fully automatic and selective firearms have been severely restricted, taxed and licensed---and owners screened by local and federal law enforcement---since 1934, real assault weapons have been strictly regulated by federal as well as state laws for sixty years. The firearms which are targeted by recent laws and current legislative proposals are mostly semi-automatic (requiring a single trigger pull for each shot) or, in the case of the Street-Sweeper type shotgun, functional revolvers. They are indistinguishable in operation from other semi-automatic firearms used for self-defense, pest and vermin control, sport hunting and recreational shooting since the turn of the century.
He here applies the term "assault weapon" to NFA Title 2 restricted full autos (contradicting the other cite); the National Firearms Act restricts assault rifles, not "assault weapons." He also conflates the term "assault weapon" with "assault rifle" (Sturmgehwer); the definition he cites is the DOD definition of assault rifle, not "assault weapon."
I also see this passage that suggests Tartaro was way out of his depth when he wrote that:
The ballistic data for the .30-06 and M1 carbine cartridges, the .45 ACP used in World War II and Korea, and the .308 (7.62 X 39) M-14 individual infantry arm used by some units in Vietnam are substantially more powerful than the 5.56mm (.223) U.S. small arms cartridge of the M16 or 5.45 X 39mm Soviet Russian cartridge fired in current AK47 military small arms and their semi-automatic civilian derivatives.
Now, he's right that a .30-06 is twice as powerful as the little .223 Remington. But .45 ACP is a pistol cartridge, even further down the power spectrum; .30 carbine is also less powerful. The M14 was 7.62x51mm, aka .308 Winchester and similar to .30-06; 7.62x39 is a much lower-powered Soviet-era round similar to .30-30 Winchester. Not to mention 5.45x39 is the AK-74 cartridge, not that of the AK-47. In short, he apparently isn't terribly familiar with twentieth century military calibers, and appears to be talking out of his posterior.
And it is
indisputably Sugarmann's 1988 pamphlet and subsequent rehashing by the gun control lobby that popularized the term. It is *possible* that Sugarmann lifted it from an obscure antecedent, but I have never seen any such antecedents cited. I had personally never heard it until it was used by the proponents of a ban circa 1989. It's also indisputable that today, "assault weapon" is a term used to demonize popular civilian rifles with handgrips that stick out, or firearms that exceed 10 (or sometimes 5) rounds capacity.
Once the term entered the media, you can find occasional gun owners and sometimes even gun sellers using the term, but I have never seen any that predate Sugarmann 1988.