It is not so much how Americans see their police. It is more a case of how America's local police forces see themselves. The militarization of local law enforcement is a long term trend which began in the 1970's. At the time it was portrayed in a popular TV drama, Los Angeles's Special Weapons And Tactics (SWAT) team arose as a tool for a massive metropolitan area.
Today, even small towns have trained snipers.
The website is simply branding itself to potential recruits and marketing itself to those who fund it. A picture of an officer talking to an elderly lady isn't going to attract young adults nor support a training budget for automatic weapons marksmanship.
"A picture of an officer talking to an elderly lady isn't going to attract young adults"
I disagree. It wouldn't attract young adults with fantasies of paramilitary action and an urge to wear uniform and wave guns around. There are many other kinds of young adults who will be attracted by the idea of responsible public service and being a helpful part of the community. Clearly, the decision has been made about which kind of recruit to attract; ironically, exactly the kind of person I'd least like to have authority and weapons.
Today, even small towns have trained snipers.
The website is simply branding itself to potential recruits and marketing itself to those who fund it. A picture of an officer talking to an elderly lady isn't going to attract young adults nor support a training budget for automatic weapons marksmanship.