The media and the construction of sporting hero: analysis of advertisements with Ronaldo “Phenomenon"

Abstract

Our objective was to analyze the speeches and images used in the construction of the esportivo hero. The analysis corpus was constituted by three parts advertising executives with the football player Ronaldo, who described and had been later analyzed on the basis of the Analysis of Speech and in the Semiologia. We could conclude that the propaganda “Phenomenon Ronaldo” created the image of the capable hero of extraordinary facts, inexplicable and admirable, mixing elements real it and unreal it. Already in the adversitings “Good comings the Ronaldo” and “brahmeiro Ronaldo”, the discursivas strategies construct the image of the hero capable to surpass the obstacles and difficulties, standing out the persistence, determination and the capacity to believe itself, if anchoring in the ideological formation of the neoliberalism.