The article analyzes the main principles and methods of forming the image of a candidate for deputy in the election campaigns held in the North Ossetian ASSR in the second half of the 1940s – early 1950s. In addition to the insufficient study of this issue in the regional historiography, the relevance of the topic is determined by the key role of the figure of this or that candidate in the mechanism of political mobilization of society. The sources of the study are both published documentary collections and archival documents (office records of the Central Committee of the All-Union Communist Party of Bolsheviks, the North Ossetian Regional Party Committee, the Presidium of the Supreme Soviet of the North Ossetian ASSR, district election commissions), as well as materials of the central and regional periodical press. The study demonstrates that the control over the electoral process by the party structures, in particular over the selection and nomination of candidates for deputies to Soviets at various levels, was absolute. Taking into account various aspects (social status, party membership, gender), the party apparatus sought to form proportional lists of candidates that would reflect all social groups in Soviet society. Through the established system of biography construction, as well as a certain interaction with voters, the image of the candidate became an important mobilizing tool, contributing to the rallying of the general public around the policies of the party and the government. At the same time, it is emphasized that not always the carefully constructed image of a “worthy candidate”, replicated both in the media and in campaign and propaganda materials, coincided with the real state of affairs.