The use of the images in two of Bush's first television commercials for his Presidential campaign has prompted anger from the families of those who died in the 9/11 attacks, as well as the firefighters who worked at Ground Zero.
In one of the ads, "tested", footage of the wreckage of the World Trade Center is shown along with that of firefighters who worked on the scene. In a second, "safer, stronger", the same footage is used with the words "a day of tragedy" superimposed.
The campaign uses the strapline "Steady leadership in times of change".
Harold Schaitberger, president of the National Firefighters Union, which has already said that it backs Democrat candidate John Kerry, described the use of the images as a "cheap trick". Others went further, with New York firefighter Tommy Fee telling reporters: "It's as sick as people who stole things out of the place. The image of firefighters at Ground Zero should not be used for this stuff, for politics."
Monica Gabrielle, a woman whose husband died in the attacks, told the New York Daily News: "It's a slap in the face of the murders of 3,000 people. It is unconscionable."
Despite the offence that the campaign has caused, even in pro-Bush quarters, Bush's team is refusing to change the ads.
Karen Hughes, a Bush campaign adviser, said on CBS that she believed the vast majority of Americans would not find the ads in bad taste. "Obviously, all of us mourn and grieve for the victims of that terrible day, but September 11 fundamentally changed our public policy in many important ways and I think it's vital that the next President recognise that."
The ads are being shown in states where there was less than 5% difference between the two parties in the last election, including Florida, Wisconsin and New Hampshire.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .