Barack Obama’s rhetorical style is widely acknowledged as one of the best examples of communication strategy in political oratory and his political success reaffirms the idea of language as a powerful tool to influence people. The theoretical framework of this paper is based on the relationship among power, discourse and cognition in the analysis of Obama’s Inaugural Address which depends on literal meanings and, overall, on figurative ones. Escudero shows through this analysis how metaphor is a powerful strategy because it can transmit positive and beneficial images of the orator, contributes to the understanding of abstract concepts. Metaphor contributes to conveying a powerful message via a double channel: auditory and visual.