Propagandising techniques resonate best when “the hearts and minds” of the audience are captured. Some key ways that this can be done by propagandists is through appealing to the emotions of love, fear, and excitement—for example, love of country, religious figures and those we hold most dear, or fear of those who are different from us, of future threats, or catastrophes. Oftentimes, these are juxtaposed, adding urgency and importance to the call. This chapter considers the emotional dimensions of narrative construction within propaganda. It focuses on the emotional dynamics of propagandising and uses a case study of Jihadi propaganda magazines to demonstrate some ways this is done. It examines the techniques identified and then links them to ideas for foregoing propaganda.