Abstract: The article is dedicated to the rhetorical aspects of the Brazilian presidents Luiz Inacio Lula da Silva – a remarkable orator with important place in the Brazilian and world history. Lula’s public and media behaviour shows a personal qualities of visionary politician, ideologist of deep social reforms and economical upturn. The analysis focuses on his media activities chronologically comparative aspect his campaigns as a presidential candidateduring decades. The attention is drawn to the oratorical skills and PR techniques that are used to build a successful political image. Distinguished is the role of his personal ambition, his consequence and flexibility in the name of the goal and succeeding a public image.
Keywords: Lula, president, mandate, politician, orator, media rhetoric, public image, medias.
Rhetoric and Communications E-journal, Issue 15, January 2015, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464