One of the milestones in the history of Brazilian politics refers to the mandate and suicide of Getúlio Vargas: the president who acted as the forerunner of the use of cinema in electoral campaigns in Brazil. Vargas was an enthusiast of the seventh art and, in the 1950 elections, he managed to deconstruct the image of a dictator - established during his Estado Novo government (1937 and 1945) - through electoral newsreels, transmuting it to the image of a "saviour of the country". The work "Vargas's electoral campaign: the advent of the cinejournal" elucidates the ideological, political and party strategies implemented by the then President of the Republic and marketing professional, Lourival Fontes, ranging from the populist banners used by Vargas to the analysis of campaign materials, especially the cinejornais.