This article analyzes the discourse of Brazil's foreign policy toward South America from 1995 to 2010 by means of quantifying, codifying, and weighting all speeches registered in the homogeneous and periodic official documentation of Brazil's Ministry of Foreign Affairs using a discourse analysis approach. The aim is to investigate discourse patterns in order to qualify Brazil's foreign policy as either hard power or soft power and to identify the orientation and differences in its discourse of foreign policy regarding each country of South America during the presidential terms of Fernando Henrique Cardoso (1995–2002) and Luiz Inacio Lula da Silva (2003–2010).