"In the months before the Supreme Court ruled on Roe v. Wade, the Willkes published How to teach people the pro-life story, a modern-day sales manual on how to effectively market the movement. It was a play-by-play on how the Willkes communicated pro-life arguments so that other speakers might follow their lead. As described in the book, they never showed visuals of embryos less than six weeks old because “the audience may change their minds from their conviction that this is a human life.” They began their lectures with pictures of babies nearing full-term and subsequently moved through the fetal development process in reverse chronological order, asking the audience with each image: is this still a human?"
'marketing term' - exactly
"In the months before the Supreme Court ruled on Roe v. Wade, the Willkes published How to teach people the pro-life story, a modern-day sales manual on how to effectively market the movement. It was a play-by-play on how the Willkes communicated pro-life arguments so that other speakers might follow their lead. As described in the book, they never showed visuals of embryos less than six weeks old because “the audience may change their minds from their conviction that this is a human life.” They began their lectures with pictures of babies nearing full-term and subsequently moved through the fetal development process in reverse chronological order, asking the audience with each image: is this still a human?"
https://www.printmag.com/political-design/the-semiotics-of-a-movement-how-pro-life-became-a-marketing-campaign/
😡
It has always been about marketing.