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Always claimed to have been given power rather than to have taken it or asked for it. This makes him appear as a benevolent and humble ruler furthering his image as the father of Rome.

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Augustus tried to set himself up as the father of the empire. He constantly talks about all the things HE built, out of his own pockets. (E.g. Section 20 and 21.) This also makes him appear as a personally powerful person, as he has the money and power to fund the construction of all the buildings.

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Augustus conveys himself as righteous when he "spared all the citizens who sought pardon" (Section 3). And "five hundred Roman citizens were sworn to me" is him portraying himself as a powerful man, glorified by all.

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Augustus placed great importance on both his reputation and his ability to uphold it, as he recognised that this was the greatest stabiliser and source of authority throughout his career. By being morally infallible and outwardly humble, the personal regard he received meant that declining more powerful positions (even though they were possibly avoided because of the pressure) did not damage his authority. "...on account of my valour, clemency, justice and piety. At that time I excelled all others in dignity, but of power I held no more than those who were my colleagues."

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Augustus obviously wanted to be seen as someone who is kind to the people of Rome and by dividing up his own wealth to the people of Rome he gained a lot of popularity which in terms increased his own political power.

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Augustus wanted to come across as a traditional man who tried to uphold the correct methods of gaining power - wanted to show that he isn't power-hungry ("...I would not accept any office inconsistent with the custom of our ancestors.") and only wants what is best for the people. He was very popular, as he was offered positions of extensive power during the consulship of other people.
He also likes to come across as a military man, who is strong and powerful in his own right (Sections 2 and 3) - even to the point of claiming credit which belonged to others.
He was very popular among both the people and the senate ("...the dictatorship was offered to me by both senate and people...", "...the senate and people of Rome agreed...").

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Ensured his sons' power by stating that the senate "decreed that on that day ...they would be included in public councils" (Section 14)

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August tried to show his nobility and popularity in section 3 by discussing how much of a great and fair ruler he was, especially when it came to the wars he waged. Expressing the fact of him being undefeated by showing that he chose to spare his enemies.

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Augustus was a very generous man, he contributed to the senate in many ways, both as a military man and as a citizen. Four times Augustus assisted the senatorial treasury with money, he offered "150,000,000 to those who were in charge of the treasury". (Section 17)

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Augustus

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Augustus concerned himself with every detail and aspect of the empire. He attended to everything with dignity, firmness, and generosity, hoping, as he said himself, that he would be "called the author of the best possible government."

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Augustus was a smart tactician as rather than destroying land and people, he kept the land to expand his empire and money, as well as keeping slaves for his own men. (Section 3)