出版社：Faculdade de Filosofia e Ciências Humanas, Pontifícia Universidade Católica do Rio Grande do Sul
摘要：Political Advertising and Party Image Construction in Brazil
Traditionally, the political Party has been considered to be a fragile
component for the voting explanation in Brazil. This way, the electoral
choice presents marked personalism characteristics just like the electoral
campaigns, as the most political Parties focus fundamentally in the
candidate's image. On the other hand, the rules stablished by the brazilian
legislation for the free political advertising on the television grant time for
the Parties and not for the candidates. The rules of the game attribute to the
Parties directors the power of deciding which candidates will have access to
the television and in which conditions: the time distribution among the
candidates, the privilege of special treatment to some of them, among
others. This issue does not lead us only to the individual treatment towards
the candidates but it also comprehends the Parties' possibility of stablishing
general strategies to occupy an indirect area. We intend, in this article, to
lay the basis for the investigation of the image construction of the large
Parties involved in the electoral campaign of 2002.
关键词：Electoral campaign; Image and party identification; public
opinion; political parties and elections; political advertising
