In the context of modern political communication, special attention is paid to issues related to attracting attention to political messages. This article is devoted to the analysis of communicative techniques and linguistic means used to achieve the effect of attractiveness, making political texts attractive in media discourse. As a result of the study of the speech of the hosts and guests of the political talk show “60 Minutes” using the methods of discourse analysis, structural-semantic and functional-semantic analysis, linguistic methods and means used to construct attractiveness were identified, and also analyzed how these means form perception of information by the audience. In order to attract the attention of the addressee, the hosts and experts of a political talk show directly address television viewers, create a semantic field “their own”, use rhetorical questions, stylistically reduced (colloquial) vocabulary, resort to such effective methods of increasing attractiveness as an appeal to values, allusions, construction of absurdity, etc.
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