No, we think killing innocent human beings is gross and wrong in principle.
There’s nothing emotional or religious about it. If you accept the premises that a fetus is an innocent human being and that intentionally killing innocent human beings is wrong, then if you have any respect for logic you must conclude that abortion is wrong.
Biology tells us that at the moment of conception that single diploid cell is a human being. Therefore, in that model, in order to justify killing a fetus it must either be unintentional or the fetus must not be innocent. The intentional case can apply to procedures that are intended to help the mother that unfortunately harm the fetus. For the other case I can’t see how a fetus could be guilty of anything deserving death. However, as an counter-example, I’m given to understand that’s the case in Jewish law at least some of the time.
Anyhow as you can see there is no deception, in framing or otherwise. It’s just simple premises and sound logic from them. On the other hand I rarely see logical moral reasoning with generally acceptable premises from the pro-Choice side, so you're correct that the subject is, for some people, primarily an emotional one.
Anyhow I've kept this to just a simple explanation of why we're pro-Life, because I don't think HN is the right place to debate political issues, but it is the right place to correct erroneous statements.