The marketing is a technique, a weapon that, in the Brazilian democracy, little by little it is substituting all the other political-electoral methods. If before the one that decided was the opinion of the political boss of the place, or a net well structured of canvassers, now the one that weighs is the image built in the campaign. If before the center of a campaign was constituted by the political proposals, now the nucleus, the car boss, the brain of a campaign started to be the marketing section. The making of a judgement of value on