The present research is established as an analysis of the discourse from two military advertisements disseminated by government vehicles – the Russian military recruitment and the Brazilian military enlistment –, with the aim of verifying the ideological conceptions discursively expressed by the objects. It also aims to answer how the discursive mechanisms can operate to reinforce a governmental political-ideological position. The hypothesis raised is that in countries where the imminence of armed conflicts is greater, the ideological tone of the military discourse arranged by discursive mechanisms tends to be more incisive, meeting political and governmental needs. In order to verify the confirmation or not of the hypothesis, two concepts stipulated by the Discourse Analysis were used, the enunciation scene and discursive ethos (MAINGUENAU 1996; 2004; 2008; 2015). Through the analysis of these constructions in the objects of the corpus, it was verified the cultural, social and ideological aspects under which these elements are constituted, and which are expressed by the discourse. Subsequently, the comparison between the advertisements was carried out, promoting comparisons on the state military thought of each of the countries that originate the objects. The Russian propaganda showed a highly incisive ideological tone, and the Brazilian one presented neutrality as a mechanism of persuasion, partially proving the hypothesis, since the ideological materialization in the Russian discourse is linked to the war context in which the country is inserted, while that of Brazilian advertising is more linked to the non-conflicting intention of the enunciator, than to the inexistence of conflicts per se.
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