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Little is known about the phenomenon of the personalization of politics at the subnational level and its relation to propaganda. For this reason, this article analyzed how propaganda persuasion is configured in the print ads of the campaigns of two political phenomena that emerged in Antioquia: uribismo and fajardismo. The study was carried out through the methodology of iconological and iconographic analysis of the advertisements published in the newspaper El Colombiano between 2003 and 2015. It was shown that the propaganda actions developed by the candidates are not focused on their political proposals but on games of seduction towards their audiences, which contributes, directly, to exacerbating the personalization of politics at the subnational level. [ABSTRACT FROM AUTHOR]