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This article aims to do a reading about the campaign for governor of Paraiba in 1960. We focus our discussion as the leading candidate, Pedro Moreno Gondim, raised throughout the campaign period, proper elements of political culture and history of the state, aiming to gain political legitimacy. Used as sources for our analysis of the speeches Gazette Borborema, North Union and dialogue over the text with the theorists who discuss the universe of political theatrics, particularly Geertz (1998) and Balandier (1982), because we understand that rhetoric used during the campaigns are plays that contribute to sediment identification between the candidates and the public, subject to any dispute process that involves symbolic politics. Thus, we see the constant onslaught of the candidate to take for himself the spoils of political names like the former state governor, Joao Pessoa, besides the constant evocation of aspects such as bravery, courage, boldness, which make up the imaginary mythical of Paraíba. Thus, the articulation of the image of Pedro Gondim with such evidence of identity, is a beautiful backdrop for the staging of the theater of his campaign, victorious, the Government of the State of Paraíba. [ABSTRACT FROM AUTHOR]