The article is devoted to the analysis of the French president Emmanuel Macron's metaphorical image during the election campaign. In the article the notion of metaphorical model refers to the linking pattern between the source sphere and the target sphere, which has developed in the minds of native speakers. Metaphorical models make up a metaphorical image - a mental formation structured by a set of conceptual metaphors. The study shows that in the pre-election mass media discourse the image of the president and candidate is conceptualized with the help of metaphors related to the "Society" sub-sphere. The most productive (monarchical metaphor, metaphor of games and sports, theatrical metaphor, magical, military), less productive (criminal, economic, and family metaphor), as well as low-frequency models (mythological, religious) are identified and described. It is established that the structure of the image of Emmanuel Macron presents both universal metaphorical models with the initial conceptual spheres of "War", "Sports and games", "Theater and cinema", and personalized metaphors reflecting the individual characteristics of the politician: monarchical, magical, criminal, family, economic, religious and mythological. The article considers how the metaphors interact with the target sphere "Emmanuel Macron" in the texts of mass media discourse. It is concluded that when creating the image of Macron, the media use metaphors to verbalize a predominantly negative assessment.