The problem is you're right, they are being advertised. Although, what I will say is I don't know a single person who treats them as toys (I live in a pretty rural area, so pretty much everyone has one). Every gun is taken care of and very well managed.
It always amazes me, because I'm one of the few people who refuse to have a gun in my house (might change). People in the bay area (where I lived for two years, before leaving) have absolutely no idea how common and really safe guns are. I think it leads to a lot of fear mongering.