Far-right movement is a phenomenon which is currently rising in Western Europe. The return of this tendency reflects the global context faced by many European countries which confronts them to complex issues such as immigration and terrorism for example. These issues coupled with the growing social discontentment have led to a surge in popularity of far-right movement. Although not a new phenomenon, today it foreshadows the transformation of European societies.In France in particular, the far right represented by Marine Le Pen and her party, the Front National (FN) were predicted to have a fair chance to win this election. Given the controversial reputation of the FN, Marine Le Pen has achieved to assemble a strong following which has led her to the steps of the presidency. The rebranding of her image and the strategy of persuasion used have helped Marine Le Pen rise as a serious candidate and imposed thefar right in the French landscape. The present study offers an analysis of the persuasion methods which includes an analysis of the discourse and the image of Marine Le Pen during the 2017 elections. The study employs qualitative methods and is based on secondary resources which includes speeches, interviews and social media postings. The findings of the research have shown that behind Marine Le Pen’s success lies a strategy which first started with the policy of dédiabolisationaimed at rebranding her image and the FN’s image in order to create a more friendly representation of the far right which enables identification to take place. The second part of the findings demonstrated how Marine Le Pen’s narratives frame issues in order to create an emotional response from the audience. This emotional response is created through the use of sensational examples, words, generalities and scapegoating. The use of the pathos serves as a way to establish her credibility to the public’s eye thus persuasion can take place. The strength of Marine Le Pen’s discourse lies on how she uses narratives first to establish a certain view of reality and second to manipulate her audience into agreeing with her point of views.