Under det senaste årtiondet har djurrättsintresset i världen ökat markant. Samtidigt blir marknadsföring mer och mer viktigt i en allt mer digitaliserad värld, så hur marknadsför sig egentligen en djurrättsorganisation?  Syftet med föreliggande studie är att se hur en djurrättskampanj skulle kunna se ut generellt, genom att göra en visuell innehållsanalys på 20 utvalda reklamkampanjer för djurrättsorganisationer. För var reklamkampanj analyserades sex stycken reklamenheter. Resultatet presenterades sedan i form av tabeller och diagram, men även genom en egenskapad generisk reklamkampanj.   För att validera att den egenskapade reklamkampanjen uppfattas som generell användes en fokusgrupp där de olika enheternas generalitet diskuterades. Utefter detta justerades utformningen av bildspråket.  Undersökningen visade att det finns en del olikheter mellan olika djurrättsorganisationers reklamkampanjer, men även gemensamma nämnare kunde hittas. / During the last decade the interests in animal rights have increased significant. Meanwhile advertising becomes more and more important in a digitized world, so how do animal right organizations advertise themselves?  The purpose of this study is to look further into how a general animal rights campaign could be modeled, by implementing a visual content analysis on 20 selected advertising campaigns of animal right organizations. For each advertising campaign were six different advertising units analyzed. The result was later presented in table and diagram form, but also through a self-made generic advertising campaign.   To validate that the self-made advertising campaign is perceived as a generic one, we used focus groups where the generality of the different units was discussed. Out of this the modelling of the imagery was adjusted.  The study showed that there are some differences between the different animal right organization campaigns, but it also showed that common denominators can be found.

This Diploma Thesis focuses on the issue of reproduction of animals and the non- profit organisations and subjects working in this field. The cat and dog reproduction is a primary cause of their overpopulation in the Czech Republic which becomes an ever- increasing issue as the abandoned animal shelter network fails to provide enough capacity for local demand. The thesis is focused on the activities of such organisations and tools they use for mobilising the necessary resources as well as the issue of animal reproduction itself. The theory basis is in the general theory of resource mobilisation supported with the explanation of the civil initiatives dedicated to this phenomenon as well as the overview of the phenomenon of the animal reproduction as well. The thesis is composed of five qualitative interviews with organisations or movements that are dedicated to effective reduction of animal reproduction. The empiric part of the thesis presents selected organisations and then analyses the collected data. The financial and human resources are mostly utilised by organisations which physically treat animals and the majority of the funds is consumed by providing care for them. On the other hand, organisations dedicated to enlightenment and education are able to function as self-funded and self-organised...