The particular paper centers on the use of persuasive linguistic devices by extremist and terrorist groups. These instances of persuasion are found in messages broadcasted in the form of videos in YouTube. According to the authors, the official video messages are examples of the harmful manipulation that takes place in the Islamic State, especially through speeches which try to grasp the attention of the audience with radical ideas and cause a public reaction. The empirical part involves the analysis of conceptual metaphors used by the instigators of these messages.