Political communication as a phenomenon and an external process interrelates in a particular manner with an internal world of an individual, which brings a final result in a form of particular behaviours and practical actions. The magic of a word has always been accompanying politicians. Since the goal of each authority is to win recognition and exact obedience among the governed, aiming at effectiveness of communication can be deemed a permanent aim on the political market. A politician’s communication style is influenced by two fundamental forms of communication process: verbal and non-verbal, which coincide with each other and function as elements of communication process. Politicians can be classified in terms of a degree to which they follow ideological or pragmatic justification in their actions. Such a distinction is regarded as continuum. Fully ideological politicians, who give scant attention to practical arguments, do not exist. There are no absolutely pragmatic politicians who would be completely indifferent to ideological arguments, either. This distinction results from the size of ideology’s role in a politician’s behaviour and the degree to which his behaviour is influenced by ideological arguments or pragmatic effectiveness. These two opposing manners of mental formulation of reality can be expressed in politicians’ communication styles which correspond to these manners. The type of raised issues and the way of constructing arguments will be different, so as the language expression and the degree of openness in expressing one’s own motives and intentions.