This doctoral thesis represents the analysis of the usage of argumentation, conceptual metaphors and non-verbal communication in public appearances of German and Croatian politicians. The topic of this paper is approached through the prism of cognitive linguistics and politolinguistics. The main objectives of this work is to establish the theoretical model of analysis of political public appearances called the model of synergic persuasiveness as well as to demonstrate the example of applying the stated model on the sample of political statements of German and Croatian politicians. Political public appearance is directed towards the presentation of political content with the aim to inform the recipients about it and to convince them of its soundness. At the same time, political communication is not just a skill but it carries a political and ethical dimension reflected in the relationship between communication skills and the content of political messages. Through the model of synergic persuasiveness the analysis of political public appearances are approached through the prism of synergy between politicalness, persuasiveness and the way of communication. The attention is directed towards the discourse possibilities of realization of informative and persuasive functions of political discourse. The model of synergic persuasion includes the description of political public appearances at both the text level and the discourse level i.e. communication. Therefore, the research includes qualitative and quantitative text analysis at grammatical, semantic, cognitive and argumentative levels. The obtained results are used to analyse and describe the discourse strategies through which informative-persuasive function is realized. The analysis of discourse strategies is based on Elisabeth Wehling and Georga Lakoff’s theory of political argumentation. In this paper the model of synergic persuasion is shown based on the analysis of political statements of Croatian President Kolinda Grabar Kitarović, former Croatian Prime Minister Zoran Milanović, German Chancellor Angela Merkel and President Joachim Gauck. The aim of the analysis was to describe one of the ways politicians build their political image. The research results are symptomatic of the analysed corpus of interviews and they demonstrate that the possibilities of application of this model are not limited only to argumentation, conceptual metaphors and non-verbal communication but the model can be applied to analyse other persuasive rhetorical devices in political discourse.