Death as an Advertising Tool

This thesis examines the perception of the motif of death in advertising from the perspective of Czech consumers. Death represents a highly taboo topic in marketing communication, yet it is increasingly used as a means of attracting attention and eliciting emotional responses. The aim of the thesis is to explore how this motif is perceived in different advertising contexts, particularly in cases where its use is associated with warning or prevention campaigns, as well as in advertisements promoting products that are not directly related to death. The research is conducted using a qualitative approach based on fourteen semi-structured in-depth interviews. The collected data are analysed through thematic analysis employing open coding. The findings indicate that the acceptability of the death motif depends primarily on context, manner of representation, and the perceived legitimacy of its use. Death is more readily accepted in advertisements with a preventive or social purpose, while its use in purely commercial advertising without a clear connection is often perceived as problematic. The motif of death primarily functions as a stimulus for reflection and memorability rather than as a direct driver of changes in consumer behaviour.