Wayne LaPierre in his NRA remarks tried to reframe the gun debate by portraying firearms as tools for self-protection. He provided examples of guns protecting valuable individuals and institutions. LaPierre's major rhetorical challenge was overcoming the association of guns with violence, so he reframed them as devices that provide safety from evil in an unsafe world. His argument lacked concession and contended only an aggressively re-armed America could protect citizens from threats.