The article presents some theoretical justifications and some features of the origin of the comparison mechanism. Some areas of the practical application of the comparison mechanism were also presented, and the main manipulative intentions were analyzed. The theoretical part considers and analyzes the problems and features of the development of a comparison mechanism. In particular, the Adler theory is analyzed. The author substantiates the fact that the basis of the comparison mechanism originates in early childhood. In this process, a particular role and significance is the fact of comparison with siblings. The theory of object relations is also considered a theoretical basis, especially regarding the psychological structure of the narcissistic personality. In this context, the psychoanalytic approach is regarded as a profound basis for forming a psychological comparison mechanism and later becomes a stable behavioural pattern. The correlation between the emergence of the psychological comparison mechanism and the influence of the individual's environment is also theoretically justified. The formed behavioural pattern becomes the basis for subsequent manipulations in the field of social psychology. In particular, the concept of a reference group is when an individual compares himself with members of his group and groups of opponents. In this case, using this mechanism, you can build the foundations of national identity and, as an additional tactic using the mechanism of depreciation. In marketing, a manipulative comparison mechanism is used to influence the self-image. In this case, a particular consumer is identified with this image by comparing himself to the advertising image. In the political and marketing spheres, manipulative use of the comparison mechanism can be found very often. The phenomenon of manipulation in this context concerns the concept of intention. The main manipulative intention is the desire to devalue. In politics, devaluation is often used, and in marketing, dominance is used. In the context of the latter, appropriate language is used. The manipulative use of the comparison mechanism is considered in the example of the discursive practices of representatives of individual political elites. In the political sphere, in using the comparison mechanism, the intention of devaluation, narcissistic comparison is mainly used. This process can particularly be seen when comparing the speech of the President of Georgia with the statement of the President of Ukraine. Using the example of President Zelensky's statement, one can see the use of a symbolic image, which provides even greater power of manipulative influence on one's audience. In marketing and advertising, the comparison mechanism is combined with the demonstration of the advantages of your own product compared to others.