The article investigates linguistic features in program of presidential candidate S. Tihipko. Communicative roles of a political figure, implemented in program, identified and analyzed; language, representing these roles, is emphasized. The purpose of the article is to define the language features of program by S. Tihipko, candidate for President of Ukraine (based on 2010 presidential election of Ukraine information). It found that the image of a politician is an integral part in modern politics, and the so-called communicative image is a special consideration. One of his manifestations is the communicative role. Namely, the ability of a politician «to play» (to explain, to describe, to convey an idea, to idealize himself) in public. Because of that the phenomenon of communicative image is not well researched, there is not consensus on the definition of communicative role. In our survey we use O. Chorna’s classification, which distinguishes 16 communicative roles of a political leader, each of them has its own verbalizers and is characterized by a number of manipulative strategies. It was revealed, that features in program of 2010 presidential candidate S. Tihipko, the communicative role of «Competent Leader» is dominating. Vivid objectivators are: «I am the statements», perfect verbs to indicate future actions (analytical form of the future tense), verbs with the meaning of effectiveness, efficiency. The main image-creating communicative strategies are: appealing to basic needs (life, health, safety, peace); appealing to family values; accumulation of problems that implies future changes; a strategy of inclusive, unity with the people. Among figurative appeals, metaphors attract attention. Distinctive of the candidate's election program was the use of several interconnected communicative roles (Competent Leader, Responsible, Unity Leader and Believer). The political tagline of S. Tihipko is analyzed, on which the main idea of his election campaign is concentrated. Dominant communicative role of S. Tihipko «Competent Leader» represents the candidate as a worthy head of state, coordinator of all political processes, emphasizes his professionalism, determination, responsibility. S. Tihipko's election program appeals to both the minds of Ukrainian citizens and emotions. Exactly, the latter are drawn to the figurative references used in the text of the political agenda. The prospect of further research is to trace the linguistic features of the political programs of other well-known Ukrainian politicians, as well as to compare the communicative roles played and the linguistic means used to design them.