The article is devoted to the issues of emotional impact in the political communication, with special attention
paid to the study of emotional identification, which is one of the methods of manipulative influence of politicians
on the audience. The author of the article considers emotional identification as the intentional use of emotional
tools by politicians in order to identify their opinion with the opinion of the audience as well as to manipulate their
opinion. The article presents specific cases of using this rhetorical device in the modern British "quality" media.