The article aims at analyzing the semantico-pragmatic aspects of the electoral discourse. The dynamic study of the electoral discourses is accomplished by means of different perspectives (linguistic, discoursive, pragmatic, semiotic, semantic, sociocultural). The electoral discourse has the purpose to legitimate its social and linguistic power, resorting to an authority that facilitates the persuasion of the electorate. The electoral communication strategies are no longer confined to traditional discursive resources and one constantly resorts to the image resources conveyed through media. Any electoral discourse has a huge impact on the public if it is produced by means of ideas, arguments, terms of public interest that are consequently presented in a direct, persuasive and even violent manner from the linguistic point of view. The relation of interdependence that arises between the elements of speech and image, contributed to shaping a strong tendency to use techniques characteristic of the electoral marketing.