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The aim of the study is to identify the means of creating a persuasive effect in the programme of the ‘Alternative for Germany’ (AfD) party. The scientific novelty of the study lies in the identification of persuasive tactics and linguistic means for representing the position of the AfD in relation to migration policy. As a result of the study, it has been found that in order to ensure a persuasive effect, the following tactics are used in the party’s programme: stating the problem, discrediting the opponent, pointing out ways to solve the problem, using a national stereotype, emphasising negative information, creating a ‘circle of strangers’, comparing German migration policy and that of the leading world powers, relying on pan-European democratic values, calling for change. The part of the text of the AfD programme devoted to the problems of migration is based on the antithesis that presupposes the opposition of the German key culture and various manifestations of foreign cultures. At the same time, one can clearly see an attempt to introduce such elements of meaning as ‘incompatibility’, ‘the need to counteract’ and ‘prohibition’ into the MIGRANT concept.