The image of the rhetor ensures the effectiveness of speech, which is one of the components of speech culture. The Soviet political discourse is characterized by the presence of the image of the rhetor corresponding to the standard, which causes the lack of persuasiveness of this category for different types of audiences. The convergence of the rhetor's image with the common European norm in subsequent periods requires individualization of this image. Competent construction of the rhetor's image, combining the individual features of the speaker and the ideal idea of the addressee, ensures the perception of the whole speech, characterizes the speech culture of both the speaker and the whole society.
