The article is devoted to cognitive and discursive practices of construction and comprehension of the political advertising policode media text. The estimation of the addressee's practices is carried out on the basis of the analysis of semantic structure and expressive resources of the publication: the text concept sphere is constructed and the expressive methods used by the author are revealed. The assessment of the practices of the recipient is carried out by means of the eye-tracking data analysis and the results of direct poll. Eye-tracking as a psychophysiological method allows defining the distribution of the attention of audience during the perception of the publication taking into account sex and age of respondents. The key psychophysiological indicator characterizing advertising perception is the average fixation duration on publication elements. According to the results, the visual component is the main attractor of attention of political advertising. The analysis of interrelations between parameters of political advertising and the profile of functional motor asymmetry of examinees allowed revealing both the emotional and cognitive mechanism of visual component's perception. Direct poll during which respondents reveal the understanding of the main idea of the publication and define the message elements making the greatest impression, allows revealing an emotive and cognitive trace of the text. The integral frame-slot model of the dominant text concept «Election campaign» is constructed. The perlocutive effect of the publication is described.