Since 2013, the Islamic State in Iraq and the Levant (ISIL) has generated immense interest within national security circles and the public at large. Various media, academic, and government organizations are all seeking answers as to how ISIL continues accumulating more recruits and support from Muslims the world over. Many of the proposed reasons argue that environmental factors, such as poverty and social isolation, are primarily responsible for ISIL's appeal. Using the film Flames of War as a case study, this thesis will argue that the real reason for ISIL's success is its rhetoric. Using pre-existing Master Narratives, or shared cultural stories, as a basis upon which to launch their message of radicalization, ISIL uses specific Key Appeal Strategies in Flames of War that skillfully lures a Muslim audience into adopting a perspective that justifies atrocities. The film accomplishes this through a system of visual, aural, and rhetorical techniques that have received relatively little attention within the field of Homeland Security. The thesis provides an example of the kind of analysis that might strengthen the US Strategic Communication effort.