This thesis aims to analyse and illustrate how former French President Giscard d'Estaing (1974 - 1981) used image and political communication in an attempt to define a new 'presidential style' which would depart from the more rigid and formal approach adopted by his predecessors Pompidou and de Gaulle. In the ongoing debate about the role of mediatised image and style in the construction of political leadership figures, this dissertation aims to serve as a case study examining the choices made by former French President Giscard d'Estaing towards the promotion of his own presidential image.