Heroism, courage, self-sacrifice are front and center in most Marvel movies, but with stakes feeling even greater than usual here, they really stand out -- along with teamwork, of course. Several characters face ultimate test; most pass. Several make extremely difficult decisions while acting out of love. The crisis unifies the heroes instantly, reuniting factions. All that said, violence still the core problem-solving method, and Thanos' mission of "mercy" involves genocide.
Positive Role Models & Representations
Frequent, intense, massively destructive comic book-style action violence, as well as brutal beatings, impalings, stabbings, and sudden smashings/crushings. Characters tortured. Violence is generally bloodless, but consequences feel real; the emotional impact is greater. Some deaths of well-known characters appear final, which will likely upset younger viewers. Also a scene of genocide, though actual murders aren't graphically or clearly shown. A flashback includes a scared child hiding with her mother from bad guys; the child is saved, but everyone she knows is killed.
One scene is implied to be taking place after sex (one character gets out of bed, while the other remains there). Loving kisses between couples. Talk of love; flirting.
Not constant, but a couple uses of "s--t," plus words including "ass," "a--hole," "douche bag," "nut sack," "dammit," "d--khole," "hell," "crap," "bastard," "jerk," "sucks," "stupid," "screwed," "God" (as an exclamation). Two suggested but incomplete uses of "f--k": One character says "chill the F out," and there's a cut off use of "motherf----r."
Tony uses an ancient AT&T flip phone. Verbal reference to Starbucks. Film is tied in to the vast merchandising/licensing efforts surrounding Marvel Comics.