Discussion of George W. Bush's rhetoric typically focuses on his spoken address, yet his use of cowboy visuals also qualifies as public communication. By visually identifying himself as a cowboy Bush associated his presidency with the story of the mythic cowboy, a powerful concept in American culture. While visual images are typically not considered a substantive and rational form of political communication, Bush's cowboy persona, emphasized visually, prompted widespread debate about his leadership style and approach to national problems, particularly terrorism. While many did not agree with his policies, the simplicity of the visual message and the foundational nature of the cowboy story provided a narrative that prompted a national debate on substantive issues of the day. Language is still considered the critical element of political debate, but as Bush's experience demonstrates, rhetoric includes visual communication as well.