Aestheticization of media rhetoric is one of the media speech development trends within a more general transformation process – aestheticization of media communication. Aestheticization of media rhetoric is considered in the article as saturation of speech in mainstream media with rhetorical imagery figures, such as allegories, allusions, tropes, unclassified metaphorical expressions and figurative phraseology, which amplify receptive and emphatic speech expressiveness. These figures of speech are based on the mechanism of cognitive metaphor and range into four typological groups of metaphorical images: anthropocentric, esoterical, natural and artefactual. Within the formal dimension of aestheticization, these imagery figures are elements of visual aesthetics through words that awake the play of feelings, reason and fancies. Within the ideological dimension of aestheticization, these imagery figures, being burdened with cultural-symbolic meanings, project, through metaphorical association, the experience of the recipient’s past impressions and sentiments onto the perception of current events presented in the media. The created speech images operate in the zone of pre-reflexive, sensory and intuitive cognition. Through “taming” the recipient’s feelings, they introject meanings and attitudes, since a bright, simple and fast impression is more successful to generate a confident and firm judgment than verbal argumentation.