Purpose. The paper is devoted to the issue of speech influence in the mass communication being currently central in the context of the politicization of modern society, dynamism of social changes, as well as active development of communication technologies. A number of publications in the German media, in which a positive image of the past is generated by reactualization and reinterpretation of the collective memory fragments, constitute the object of research. The tactics used by the addresser that implement the suggestion and involve the appeal to the addressee’s psychological sphere constitute the research subject. Methodology. Reactualization of the collective memory to form the value relation to the past is seen in the frame of the social communication theory from the standpoint of the communicative and discursive approach. The discourse, contextual, and semantic analysis techniques are used. Results. The author determines the relevant linguistic means and shows how the tactics used in the mass media help reduce the critical perception and information processing, as well as generate an emotional involvement in the past. Practical implications. The findings contribute to the further study of the voluntative function of language and persuasiveness, can perform exemplary and recommendatory functions for institutions of the public communication system.