The gun is designed as primarily lethal and the deaths are from it's misuse as a lethal instrument. That is what drives the vivid image and opposition to its generated deaths. The others - the deaths are side effects of a nonlethal use.
I would say it goes further than that Familiarity breeds contempt. Everyone and their sister has a car, hyperbolically. Everyone knows what it can do, and what to expect. How many times have you been in a discussion with a gun control advocate that doesn't know even the basics of guns? Remember Senator McCarthy and the Shoulder Thing That Goes Up?