| Summary: | In this work, it was intended to focus on the “power” of the photographic images. When related to the mass media, they receive new symbolic traits and start to constitute the ideological speech of each one. To comprehend this aspect of the image, it was analyzed the photographic images used by Veja and IstoÉ magazines, during the presidential campaigns of the candidate Luiz Inácio Lula da Silva (Lula), in 1989 and 2002. Each historical context and ideological line of each one of the magazines creates their own discursive statements, producing a characterization of the candidate. In each magazine, it is tried to portray a different Lula by using images and technical resources (diagramming, edition, legends). In some cases, it was emphasized his trajectory as metallurgist, as a person related to the national left, and it was tried to consolidate the image of the national elite nightmare. In other moments, it was intentioned to portray him as the ideal candidate to save the country.
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