The article evaluates the production of the speeches of electoral advertising in TV of the two presidential candidates: Fernando Henrique (PSDB) in 1998 and Luis Inácio Lula of Silva (PT) in 2006. Therefore, the point is to investigate to what extent the campaigns show discursive strategic structures - similar in the two contexts - in spite of supporting registrations and different political orientations. The methodology uses procedures to understand the rhetorical elements of each campaign and persuasion strategies. In both campaigns one observes the incentive to the retrospective vote, the speech in favor of the continuity of the administration, the place of the candidate-president's authority, the emphasis in speech of economical issues. One can suggest that the rhetoric of the reelection favors positions in the electoral dispute.
electoral advertising; presidential reelection; political rethoric
