"I'm saying the 'message' for guns sales are wrapped in the flag. It has nothing to do with the reality that millions of patriotic families do not own guns. It's an emotional pull using patriotism that has nothing to do with patriotism in reality. Millions of patriotic household do not have guns, and millions of gun owners are far from patriotic."
In thumbing through a recent edition of American Rifleman, an NRA publication, I don't see much "flag draping." I have read some rare opinions that every patriotic American should own a firearm but not as often as I read opinions that say American patriots should give up all of their guns. (Ward 1 in Springfield comes immediately to mind.)
As to feeling safe, that's not as relevant as being safe. Things as benign as clothing, jewelry, and hair have been known to cause injury and death.
It's true that some firearms ads address situations wherein one might need a firearm. Are they fear mongering, simply saying be prepared, or a bit of both?