The beginning is hokey, sure. There are shots throughout of various members of Congress seemingly listening to this presidential speaker. The only thing missing was "My thoughts and prayers are with the families of the victims" line. But, it is kind of effective, at least for those already in the guns-are-cool camp.
The first appeal (one cannot really call it an argument) is that violence and insanity is built-in, innate, and there is nothing that can be done. Well, except focus our laws on those things...but if they're innate then what is to become of that? Oh, well. This tends to create a focus on mental illness. As a country we treat mental illness by throwing people in jail. Our two largest mental health facilities are the two gigantic prisons in Chicago and Los Angeles. It needs to be said that the mentally ill are not likely to commit violent crime with guns. Highly unlikely, in fact. To stigmatize them is to misdirect the discussion from the real causes to another, although it would be nice if mental illness were treated in this country with doctors and nurses, instead of with jails and guards.
"If you make things easier for predators you get more predators." So says our "Virtual President." He wants us to consider that if we take guns away from law-abiding folk then we just clear the aisle for the bad people. Better to have the path blocked by an AR-15 or some-such. And yet...
one might also claim that the more guns out there the more likely it is that people are going to die or be injured from those guns. David Hemenway, director of the Harvard Injury Control Research Center, says he would “bet a lot of money” that the prevalence of guns increases homicide, all other things being equal. “I think the evidence is very consistent with the notion that more guns have made us less safe.” But it’s “almost impossible” to prove a causal relationship. “All the data are consistent with a causal relationship, but it’s very hard to say anything is causal,” he says. [Taken from http://www.factcheck.org/2012/12/gun-rhetoric-vs-gun-facts/]
While gun enthusiasts will point to statistics showing a net decrease in some crime statistics they will often leave out the number of suicides committed with guns. The response to this is sometimes to say that someone hell-bent on killing themselves will simply jump off an overpass or some cliff if a gun isn't readily available. Wrong. Psychologists will tell you that having a gun at hand increases the likelihood of its use when undergoing a depressive episode. Guns that are available also increase the likelihood of accidental death in childhood injuries. Gun availability actually increases the likelihood of you dying from a gun--guns do not afford one protection, but increase your chances of dying.
As a recent Politifact story shows there is a general correlation between states that have restrictive gun laws and a reduction in gun deaths. Stanford professor, John Donohue states, "Guns are a bit like chest x-rays. If you really need them, they can be helpful to have around, and even save lives. If you don’t need them, and yet are constantly exposed to them, they represent a constant threat while conferring little or no benefit." The LA Times also has an article showing quite conclusively that owning a handgun puts you at risk...and yet people are buying them in order to feel safer.