The aim of this study was to analyze the discourses and images used in the construction of the sporting hero. The corpus analysis consisted of three parts advertising with soccer star Ronaldo, who were subsequently described and analyzed based on the Discourse Analisys and Semiology. It can be concluded that propaganda "bullfighter Ronaldo" created the image of the hero capable of extraordinary feats, and unexplained admirable, mixing elements of the real and the unreal. Already advertisements in "Welcome to Ronaldo" and "Ronaldo Brahmeiro" discursive strategies that construct the image the hero who can overcome obstacles and difficulties, highlighting the persistence, determination and ability to believe in themselves, anchoring the ideological formation of neoliberalism.
Media; advertising; sporting hero; discourses
