This is one of his campaign ads from 2000, where he mentions his beliefs towards government. He begins by by expressing that he feels people should be held accountable for their actions. Already this gives the voter a sense that he is a believer in justice, a key element in American ideology. He goes on to say, "I believe in a government that is responsible to the people". This directly links to one of the greatest historical American quotes from Lincoln at the Gettysburg Address "that government of the people, by the people, for the people, shall not perish from the earth." Here by creating a link to Lincoln, he gets the voter to feel that he too can be a great president, as he shares ideas.
He goes to to talk about 'trust', acknowledging that ultimately his fate is in the hands of the voter, and that he trusts them to do the right thing, and that in response he will trust them to aid his decision making.
"We should help people live their lives, not run them" is the last point made in this ad, which gives the impression of freedom without censorship and the ability to choose how to live your life, which perhaps is not in fact the case.
Bush strongly plays on the key ideology of freedom and justice in his campaign ad, with ideas which can be related back to Lincoln or the declaration of independence.
In his re-election campaign in 2004, Bush plays strongly on the idea of defence and national fear after the 9/11 attacks. He talks about his opponent wanting to slash defence and intelligence budgets by $6 billion, which would weaken American defences and therefore cause harm to America. This clearly worked as he was elected again in 2005.