Rhetorical devices are considered to be a powerful tool while manipulating and achieving goals in any sphere of everyday life, especially in politics. Since the restoration of the monarchy in Spain Christmas messages are considered to be the main instrument of communication of the Head of State with his citizens. This article analyzes Christmas messages issued by Felipe VI from 2014 to 2018. The study finds out that the King uses a wide range of lexical and syntactic rhetorical devices in order to influence public’s opinion, to strengthen the institution of monarchy and preserve the status-quo. Metaphors, repetition, personification, euphemisms, parallelism, and parceling are employed to create a perfectly elaborated image of the monarch who plays a role of liaison between the authorities and the society and is constantly working for the sake of the country.