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The Author examines the Where the bloody hell are you campaign and its varying global response. In this study, he indicates whether the slogan ´bloody hell´ is to make responsible for the adverse outcome, or if other factors might have caused global controversies. The aim of his study is to understand Tourism Australia s (TA) approach to advertising and how stereotypes of Australians were formed through the Where the bloody hell are you campaign. The campaign was outlined to entice customers to travel in Australia and the applied marketing message should have increased awareness and attractiveness of the countries distinctiveness. The Author provided an exciting, engaging and informative study, backed up with abundant amount of adequate and up-to-date literature that underpins the accuracy of the subject matter.

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The ´Where the bloody hell are you´ campaign published by Tourism Australia in 2006 featured typical Australian behavioural patterns as well as distinctive and incredible landscapes. The author examines the applied stereotypical expression ´Bloody Hell´, and outlines adverse ramifications originated through global publications.

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