The article presents a typology for quantitative analysis of mídia content, specifficaly, the Horário Gratuito de Propaganda Eleitoral (HGPE)_ of proportional election`s candidates. There are few studies regarding the content displayed by candidates in local, state and national legislative elections in Brazil, and the content analysis of HGPE for federal deputies in the state of Paraná in 2006 proposes the use of three sets of variables: indexing, semantic and symbolic elements.
Brazil; proportional campaigns; electoral advertising; public image
