Abstract: The paper reviews a number of researches into persuasive power of metaphors in political discourse and distinguishes the basic approaches to the analysis of the phenomenon: 1) psycholinguistic methodologies, 2) linguo-cultural analysis 3) content-analysis. It is argued that despite a set of nowadays tools of research the pragmatic problematic is one of the most little-studied areas of political metaphorology, and theses concerning persuasion power of political metaphors are often based on speculative assumption than empirical data