The following study analyzes the texts and pictures presented in the books “ Getúlio Vargas para crianças” and Brasileiros, ouvi!”, both published between 1937 and 1945, a period known as Estado Novo. The objective of the research has been to understand how the use of analogy and metaphor presented in the books divulged the policies of Vargas government and the values that were idealized by “Estado Novo”, observing if the speech found in these “iconotextos” (information containing text and pictures) allowed the political project of this period to be understood. In view of the several influences that permeated the process of writing and publishing of such works, the analysis of speech was used in order to comprise the elements used in the building of conveyed messages by the mentioned works, as well as a bibliographical survey to present the period in a historical way. To develop such work a qualitative research methodology with historical approach has been used. The paperwork presents two main points: the historical contextualization and picture characterization. The contextualization shows a period of Brazilian political history an also helps clarify through the text the way political events were portrayed in the book as well. However, the study conducted about pictures enable us to understand them as a resource applied to build a message. The analysis of these books allow us to state that such publications would be means of advertising the “Estado Novo” due to the way these “iconotextos” portray the private and public life of the president, arousing feelings of “civility” and patriotism so appreciated by his administration