The article examines the texts of political advertising video clips issued by the candidates for presidency in France during the campaign before the first round of elections in 2017. The mentioned examples of media texts are analysed from the compositional point of view as well as from that of the content particularities which are directly connected to the text structure. In general, the majority of the studied clips have a similar structure and consist of three parts: introduction, main part and conclusion. However, as a result of the research, a range of advantages marking well-structured videos was revealed. These include: addressing the voters and stating the speech topic clearly at the beginning of the clip, a relevant attention-grabbing opening phrase, consistency and clarity of the information presentation, appropriate use of additional video plots, conclusion at the end of the clip.