The research is dedicated to studying the role of political image in manipulative technologies. It analyzes the methods of creating and maintaining a positive image of political figures, as well as ways of using this image to influence public opinion and voters. The research encompasses various media strategies and techniques used to manipulate the perception of politicians. The ethical aspects of applying such technologies and their impact on democratic processes are examined. The results of the research show that political image is a powerful tool capable of significantly influencing public opinion and electoral processes. The use of manipulative technologies to shape this image can lead to a distorted perception of political figures and undermine democratic principles. The primary focus is on identifying the relationship between political image and the effectiveness of manipulative techniques in political communication.