Аннотация:The chapter introduces a new version of semantic analysis, which was applied to political psychology, marketing, advertising, ethnopsychology, and psychoendocrinology. Only the study of a political leader's image in student predispositions is included in this chapter as an example. The elaborated method estimates the following aspects of student ratings: Stable and noise-related semantic components, semantic coordinates and intensity and rigidity (stability), interpretations of a political image in relation to a predefined mentality, the degree of polarization, the degree of proximity of specific politicians to the ideal prototype of a political image for a given mentality.