Abstract: The article aims to research the political, social and economic peculiarities during the period before the Luiz Inacio Lula da Silva’s re-election as the Brazilian president for second mandate (2007-2011). The social and economic relations in the country have been changed during this period. Strong electoral indifference is typical during the election campaign in 2006 although the fact that the voting is obligatory in Brazil. From the one side, the author make attempt to study the reasons and factors in Brazilian society, left and right political messages and the electoral behaviour. From the other side, the focus is on the communication strategy chosen and used by Lula and the Workers Party during the presidential election campaign. The results of analyses of rhetorical skills and PR techniques are summarized as a part of the building of a successful political image. The role of his personal ambition are investigated in the context of the public image.
Keywords: Lula, president, elections, 2006, rhetoric, public image, Brazil, indifference.
Rhetoric and Communications E-journal, Issue 20, November 2015, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464