The way we talk about politics has an impact on the way we perceive them. Thus, language not only describes a world, but gives sense and meaning to it. Metaphors in particular imply ways of seeing ‘something’, as well as instructions on how to handle ‘something’. These insights are used to develop and operationalize the concept of ‘mental pictures’. Mental pictures of the state as they appear in the platforms of the West German Social Democratic and Christian Democratic parties (SPD and CDU) were examined by means of qualitative and quantitative content analysis. The documentary texts date mainly from the 1970s. Apart from different judgements of the state perceived as an apparatus, differences between the parties can be found where ‘human’ attributes such as strenght, leadership or the ability to inspire confidence are evoked. In spite of its liberalistic distance from the state, which it stresses in other contexts, the CDU prefers a state conceived of as a leadership figure. In contrast, the SPD is averse to such a mental picture. A technocratic image is the (necessary?) price the SPD pays for this aversion.