Seriously? That's what you guys are getting from the 30 second commerical? I watched it several times trying to figure out where all the indignation is coming from. Maybe some are having difficulty comprehending:
People who use any weapon against the helpless/innocent ARE cowards. So I've no problem with that statement and don't see why anyone else would.
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Ad quote: " Assault weapons are weapons of war, not for cowards to use in movie theaters, classrooms or ....." etc.
Think about the context of the ad as a whole. By putting forth a statement like that, I deduce that the writers of the ad are trying to convince viewers that:
1- Semi-auto rifles are not for civilian use.
2- Since cowards use such firearms to assault people, then therefore all people who own such firearms are cowards.
Perhaps the message is a bit subtle...almost subliminal. But it is there.
If you look at the name of the sponsor, it is not entirely obvious what it is..."Demand a plan .org"
If you study the well-written script, you will see the psychological aspect:
Ad script:
“I know. I know what guns can do. Guns in the right hands protect us. Guns belong on battlefields. Guns belong in a place that’s safe and secure. Assault weapons are weapons of war, not for cowards to use. Movie theaters, classrooms or on our streets. As a general, as an admiral, as a member of the armed forces, as a gun owner, I demand a plan. Demand action. Enough. Enough. Enough.”You see how the writer flips back and forth trying to confuse the casual viewer?
Thomas Jefferson,(1796) wrote: "Go on doing with your pen what in other times was done with the sword."
This is high-level psy-war ops.