Motiv of violence and its various uses in advertising with ilustration on The social advertising of the organization Amnesty International in diverse media forms in specific years

The work explores the transformation of the motif of violence in advertising. The first part focuses on possible formal acts of violence and the function that the element of violence can have in the advertising work. In sake of complexity of the analysis of the formal aspects I include both the style illustrations and the content elements. For a more detailed analysis of the motif of violence in advertising I explain the role of emotions that shape the final reception. In my work I also focus on the motif of violence within the legal system of the Czech Republic and self-regulatory principles with regard to the activities of the Council for advertising. The work also set the theme of violence in advertising in the context of research on this issue. Considering the scope of the analytical part, which is devoted to advertising of nongovernmental organization Amnesty International, firstly I introduce the issue of social advertising compared with commercial marketing. Variability of the motif of violence in terms of formal aspects and functionality is demonstrated in the commercials of Amnesty International in the years 2006, 2008, 2012 and 2014, and in various types of media - outdoor advertising, print, video and online applications. Individual advertising works are analyzed based on Roland Barthes..