Bush 's popularity had soared early in his first term after the September 11 attacks , but his popularity declined between 2001 and 2004 . Foreign policy was the dominant theme throughout the election campaign , particularly Bush 's conduct of the War on Terrorism and the aftermath of the 2003 invasion of Iraq . Bush presented himself as a decisive leader and attacked Kerry as a " flip-flopper " , while Kerry criticized Bush 's conduct of the Iraq War . Domestic issues were debated as well , including the economy and jobs , health care , abortion , same-sex marriage and embryonic stem cell research
September 11 attacks
September 11 attacks
2004 United States presidential election