Abstract
<jats:p>Based on the analysis of Donald Trump's 2025 inaugural speech, the article analyses the use of different persuasive strategies by means of such rhetorical devices as ethos, logos and pathos. Among most often used strategies were such ones as persuasion, self-presentation, legitimization, delegitimization while the most often used rhetorical devices were ethos, and pathos. The study showed that in modern political discourse the appeal to emotions prevail over rational argumentation. Though rhetorical means of persuasion are effectively used to mobilize and unite supporters, the existence of the opposition "us vs them" shows that political discourse is not neutral but ideologically polarized, aimed at persuasion, mobilization of supporters and discrediting opponents.</jats:p>