Brands make use of elements of the collective imagination to build image, aiming at a clear differentiation and easy recognition by the public. Archetypal images by brands are common and the correct exploitation ends up strengthening the symbolic meaning of products, services and people. In the electoral period the politician builds an identity and image, has a position and seeks differentiation. In Brazil, the presidential candidate Jair Messias Bolsonaro's communication strategy has attracted the attention of experts. The present study starts from the following question: What is the archetypal image of candidate Bolsonaro and how did it differ from other candidates among the young Brazilian voter audience? This paper aimed to identify the archetypal figure of Bolsonaro and his direct competitors, perceived by the young voter (18-24 years old), during the 2018 election. Through the application of structured questionnaires sought to recognize the image characteristics of candidates Jair Bolsonaro, Ciro Gomes and Fernando Haddad. About 150 young people answered the forms (totaling a sample of 450 individuals). Through semantic scales, the recognition of the archetypal personality of each candidate was evaluated. The results of the candidates were analyzed and compared using the variance analysis (ANOVA and Tukey test).