This monograph is devoted to researching the theory and practice of image construction in the United States of America. Particular emphasis in the text is given to the practice of the formation of the USA’s political leaders’ image – Bill Clinton, George W. Bush, Barack Obama, John McCain and Mitt Romney. The author researches the main steps in creating the image of these chosen political individuals. Special attention is paid to identifying the place and function of manipulative and rational political technologies in the construction of a political leader’s image in the modern electoral process of the USA. The research conducted enabled the author to assess the level of development of image-making in the USA, to reveal its regularities and discover particular problems, as well as to highlight national features.