This work proposes to study the effects of meaning produced by the use of discursive metaphors, while culturally contextualized linguistic choices and ideology transmitters, as an argumentative strategy of meaning construction. In addition to being an argumentative strategy whose effectiveness was already proven by scholars such as Perelman and Olbrechts-Tyteca (2005[1958), metaphors can also reveal values and ideologies, because, according to Johnson (2002 [1980]), our conceptual system is basically metaphorical, so our thought is metaphorically structured and its manifestation through language use may reveal our relationship with the world. In this political discourse study, which carries out the analysis of some of Fernando Collor de Mello's speeches and interviews, the option was to use Critical Discourse Analysis (CDA) as a theoretical and methodological approach proposed by Fairclough (1997), an instrument for language study as social practice, action over the world, therefore. The goal is to make a critical study in order to reveal how one exerts control over a social occasion through linguistic forms he employs. (Wodak, 2004). Metaphor Theories and Critical Discourse Analysis find their point of convergence in Charteris-Black ( 2004) theoretical proposal, Critical Metaphor Analysis. Defined by its author as a semanticcognitive approach that critically examines metaphors in political speeches and manifestos to highlight its importance as a vehicle of ideology in areas where influencing judgments is a central discourse goal, CMA (Critical Metaphor Analysis) was included in this research given its relevance in the study of Fernando Collor de Mello metaphorical choices. Some discursive formulations assigned to that politician, former Brazil's president and current senator for the state of Alagoas, were selected, samples believed to depict different moments of his eventful political career, illustrating the content of his relationship with power. The hypothesis is that metaphors used in them are indicative of Fernando Collor's cognitive, cultural and ideological worldview, constitute his identity and work as efficient argumentative strategies, since they set themselves as ways of persuasive action and interaction in a social environment. Corpus analysis helped identify that Collor, by employing metaphorical language in his speeches, often appeals to his counterparts emotion and imagination, in an attempt to build an identity of force and toughness and to make them adhere to his ideas, thus turning his discursive manifestations into a fertile field of study on ideology transmission and argumentative skills.

Resumo: Neste artigo, busca-se examinar o discurso político para descrever as especificidades da propaganda eleitoral e detectar as estratégias discursivas utilizadas na construção da imagem da candidata à Presidência da República, Dilma Roussef. Para este propósito, são analisados segmentos do primeiro programa da campanha eleitoral da candidata, transmitido pela televisão em 2010, em rede nacional, no Horário Político Eleitoral. A discussão teórica faz-se a partir dos trabalhos de Charaudeau (2008), Van Dijk (2008, Aquino (1997), entre outros. As análises revelam que houve concernência na construção da imagem da candidata, pouco conhecida do eleitorado, por meio de elementos linguístico-discursivos, utilizados estrategicamente como argumentos que envolveram tanto razão quanto emoção, num processo cujo objetivo era dar legitimidade a Dilma, para que vencesse a eleição, como foi o caso. * Profa. Dra. do Programa de Pós-Graduação em Filologia e Língua Portuguesa, Depto de Letras Clássicas e Vernáculas, FFLCH -USP -ziaquino@usp.br