Particular interest to the image of a political leader and aspects of the election campaign has become an important feature of the modern electorate. Great importance the issues associated with the formation of the image of politician in the Republic of Moldova, acquired in the 90-ies of XX century, when actively began to develop democratic institutions, above all, the institution of free general elections. The person of the political leader is the central figure who sets the fashion to the political elections. Therefore there is always actual a problem of creation and introduction in public consciousness of such image of the politician, which would satisfy the needs of electorate and would influence their social installations. The resolution of this problem is possible on the basis of deeply thought over system of formation of political image, scientifically and methodically proved.