July 12, 2004

Percent of Themes by Candidate

Percent of Theme Statements
Bush is arrogant 32.4%
Bush lacks credibility 23.9%
Bush is a strong and decisive leader 16.0%
Total Bush themes 72.3%
Kerry hems and haws/ is indecisive 11.7%
Kerry is very liberal 10.6%
Kerry is a tough guy 4.4%
Kerry is an elitist/ not like you and me 1.0%
Total Kerry themes 27.7%

The dominant candidate campaign themes for the 2004 election focused on President Bush and were negative in nature.