Bush also used this as a way to try to maintain his conservative beliefs which is a must have to be the Republican Party candidate, without falling to the usually image of a conservative as harsh and emotionless. This manipulation carried out by the Governor is an individual based manipulation that is designed to convince the public he is not a standard conservative. The most important image manipulation the Gov. Bush was able to establish was his aura of invincibility that made him a viable option for the Republicans. By using!.
his familiar name and record from his relatively short stint as governor of Texas, Bush was able to convince the establishment of the Republican that he was the best person to remove Clinton/Gore from Washington. These then leads to his ability to raise a record amount of fund that help build the image of an unbeatable candidate. This like the first example is born form an individual basis to be presented to the public so as to make the Bush campaign seem unstoppable.
Now looking at the use of issues in Gov. Bush's strategy we see how he has attempted to frame issues he see as strengths for himself or weakness for the Vice President. The first issue that Gov. Bush keyed on was tax cuts. This issue has long been a staple of the GOP plan of attack, and Gov. Bush has made it a corner stone of his race for the White House. Knowing that the government is running a surplus instead of a deficit, Bush frames tax cuts as a way for the government to give the people back there hard earned money. Bush also uses this issue to put his opponent Gore into a position as a big government democrat, and at the same time putting himself as a candidate of less government and lower taxes. The other issue that he has not yet aggressively attacked but will before November is character. Gov. Bush will do his best to manipulate the problems of the Clinton administration and transform them to the Vice President.