Personal marketing is a scientific approach to helping ambitious people become visible and significant in society. This paper examines the use of various linguistic signs in creating the public image of some Bulgarian politicians. The object of sociolinguistic and discourse analysis are political texts presented on TV or published in newspapers and on the Internet. The paper explores the importance of metaphorical language in the re-creation of various political myths. The paper also comments upon the role of the myths in the publicity some Bulgarian politicians receive.