He uses this common language because he wants to keep it short, simple and sweet. Bush says things like "I said I would do these things and I did them and the result was that Florida is much better off (Bush)," and goes to the point saying that during his time as governor he changed Florida and now the state is doing much better. Bush doesn't want to use big, elaborate words to confuse the public and make them feel like they don't know what they're talking about. He gives himself credibility by showing these supporters and saying that Florida is much better off since he has been governor. Claiming that Florida is much better off is just his opinion, but he makes it better by showing supporters who say how his actions have had a greater impact on their lives. Viewers may be more likely to listen to supporters than Jeb Bush himself because they can identify more with the people who share their stories. Mr. Bush listens to the people of Florida and this is very evident in the supporters who share their stories and express their opinion of Jeb Bush. Jeb Bush's political campaign advertising was very effective. It achieves this effectiveness through its supporters and their stories, wearing blue, using the word "fix" and using common language throughout advertising. Although, like any other political commercial, Jeb Bush will have to face his critics, Bush has a better chance of getting more people