Electoral communication is a form of political communication through which the influence of the electorate in favor of certain candidates and electoral platforms takes place. In this process of persuasion are involved several psychological mechanisms of influence on the conscience and behavior of voters such as: persuasion, suggestion, emotional contamination and imitation. Persuasion is a means of intentional influence, through logical argumentation, which aims to transform the information delivered to recipients into personal attitudes and visions. This presupposes a critical and conscious perception of the persuasive message. A particularity of the conviction refers to the fact that it appeals to the rational level of the individual's consciousness, and by extrapolation, of the masses, and presupposes an active involvement in the process of knowing the political offer. If it is based on conviction, it is necessary that the recipients of the electoral messages have the ability to think logically, to trust the issuing source, and the information received to coincide, at least in part, with those already existing in the perceptual field of the subject. receiver. The suggestion is associated with a decrease in the level of critical thinking, analysis and logical evaluation of electoral messages. In the context of mass communication, the suggestion represents a type of psychic, mental, verbal and symbolic influence, which determines a non-critical perception and the assimilation without difficulty of the information circulated through various information media. Therefore, as a result of the communication, voters may formulate certain ideas and opinions, but these may be partially distorted and / or incompatible with reality. Suggestive messages have a significant impact on voter decisions and behavior in terms of political preferences. Suggestibility involves an emotional activation in the process of which there is a repression of ideas and images in the field of consciousness, which could contradict what is suggested. To achieve a maximum effect of influencing the audience / electorate, the suggestion is used in conjunction with imitation and emotional contamination. Imitation consists in reproducing the suggested patterns of behavior, and this is based on the mechanism of identification, which is widely addressed in psychological studies. Identification is not a fully conscious behavior and is not necessarily correlated with the rational understanding of individuals or social groups, but on the emotional attitude towards them. In E. Erikson's point of view, social identification has a key role to play in the process of perceiving reality, including political reality, which is built in cooperation with other individuals and social groups. In election campaigns, identification with the majority is achieved by publicizing the results of opinion polls and reflecting the rating of candidates in elections or through political speeches, in which political leaders are affiliated with the masses. Emotional contamination involves an unconscious perception of different emotional states, which can be transmitted from one individual to another, and this mechanism was studied by G. Le Bon to explain the behavior of individuals under the influence of the masses. In the author's vision, emotions play a decisive role in the socio-political processes, in general, and less reason, a fact also noticed in the content of modern electoral technologies.