Rhetoric is a key tool in image making, but some public figures use it for a seemingly unintuitive purpose - to create a negative image. An example of this is the subject of analysis of this paper: controversial influencer, businessman and self-proclaimed lifecoach Andrew Tate. This paper quantitatively and qualitatively analyses his public image in Croatian news portals, assuming that it’s constructed partly due to his use of rhetorical tactics. In order to determine that connection, this paper also qualitatively analyses the thematic content and rhetorical tactics of two of Andrew Tate’s media appearances. This work is written on the assumption that there are elements of Carl G. Jung’s shadow archetype in the background of his communications. The problem which this paper seeks to research is the existence/absence of an interrelation between rhetorical tactics and the shadow archetype in the context of celebrity image making. The motivation for research was the absence of scientific literature in the Croatian language dealing with this specific topic. On the basis of the analysis, this work concluded that Andrew Tate uses rhetorical tactics which serve to create a negative image, which in itself contains characteristics of Jung’s shadow archetype. In the end, it was determined that there is an interrelation between rhetorical tactics and the shadow archetype in the context of celebrity image making.