Full-length feature articles in eight popular American hunting magazines were assessed to better understand hunter-prey relationships as depicted in contemporary hunting discourse. Our findings suggest hunters regard prey using two contradictory paradigms-Love and Kill. In the Love category, we find respect for life, admiration for nature and animals, and a sense of kinship between hunter and prey. In contrast, writings consistent with the Kill theme focus on conquest, objectification, hunter physiological responses, and violence. Of the 23 articles reviewed, 61 percent of the sample had multiple representations of Love and Kill in the same article, revealing a multilayered discourse. Many scholars have written about Love and Kill as separate constructs in hunting, suggesting they are mutually exclusive. Our empirical study counters this claim, finding instead that individual hunters often view their prey through a mixed lens that includes both Love and Kill.