Above are a couple older advertisements for firearms and one for gun rights. All three of these play towards one's ability or lack there of without a firearm to effectively protect your property and/or family should the need arise. Not only they flaunt words like "the most effective" or "accidental discharge impossible" to help try and convince you that you're making and buying the best possible choice but also making a safe decision deciding to purchase their firearm. The first advertisement even shows a child handling said firearm. Every one of these advertisements lean towards the same idea that you need a firearm to protect yourself, your loved ones, and your property. They sell the feeling of security and well-being as well as the idea that it's your right to do so.

I would have to say that these advertisements are aimed at property owners or renters and household heads since those are the individuals normally tasked with providing a safe living atmosphere for anyone else to include themselves that live in said residence.