ABSTRACT
This chapter shows how ISIS manages to overcome potential supporters’ rational concerns and convince them that the group is indeed capable of providing people with a path towards their better and more attractive self. The chapter argues that ISIS is relying on the narrative advertising technique, which is using storytelling in order to connect emotionally with its supporters and transport them into a fantasy world where they could imagine themselves in these new, attractive images. The excitement from this experience is believed to play role in people’s willingness to support the “ISIS brand”. The chapter presents specific stories that ISIS uses to connect with the audiences and shows what inner desires and concerns these stories trigger in ISIS’s supporters to form the emotional connection with them.
