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32
Anholt plans to repeat the index regularly and expand the list of the
surveyed countries.
1 Why is the concept of “nation brand” especially important now?
2 In which categories were the countries rated?
3 In what aspect does the opinion about the British differ from the opinion about
the Swedish?
4 Why did South Korea score low in the survey?
5 Why didn’t the US get a better position in the survey?
2 Read the article about tourism advertisement that was banned in
Britain and then decide whether the following statements are true or false.
1
British TV execs banned an Australian ad because of bad language.
T / F
2
A slogan in the ad for Australian tourism refers to blood.
T / F
3
Britain’s advertising watchdogs seem to have stiff upper lips.
T / F
4
British people can see the banned ad in cinemas and in newspapers.
T / F
5
Australia’s tourism minister said the ban was mystical.
T / F
6
An Aussie tourism executive is flabbergasted at the Brits’ prudishness.
T / F
7
The leader of an Australian state said the ban was a terrible mistake.
T / F
8
Another politician said no one would be offended by the slogan.
T / F
BRITISH TV BANS AUSTRALIAN TOURISM AD
British broadcasting authorities have banned an advertisement promoting
Australian tourism due to the use of “unsavory” and “untoward” language. The
advert, which was due to air from March 14, features a bikini-clad young lady, who
utters the words, "So where the bloody hell are you?" as an invitation for Brits to
venture Down Under. The colorful commercial features all of the trappings you’d
expect from an Aussie holiday ad – secluded beaches, pristine ocean, aboriginal
dancing and invitations for beer. However, the stiff upper lips of advertising
watchdogs deemed the slogan slightly too offensive for delicate British ears,
hence the ban. The ad will be shown in full, uncensored, in cinemas, in print and
online in the UK.
Australia’s Tourism Minister Fran Bailey is mystified by the ban, which she
believes is comical. She said Britain’s regulators were “out of touch” She added
that research indicated: “The British are loving our cheeky sense of humor”.
Tourism supremo Scott Morrison is similarly flabbergasted at the prudishness of
the Brits, although he is happy deep down as he said the ban was “a marketer’s
dream”. It has given his campaign unprecedented publicity. However, some
Aussies welcome the ban. Queensland premier Peter Beattie said the “profanities”
were a “dreadful gaffe”. Another politician said the use of the term “bloody hell”
was inappropriate. He stated: “People can usually say those things to somebody
they know well…in this instance, we’re talking to strangers of a different culture
who I think may be offended.”
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