and no, i don’t actually mean the red stuff. a few weeks ago, the media up in arms about tourism australia’s new ad campaign entitled ‘where the bloody hell are you?’ (u can watch the ad there). for those who don’t know, here’s the definition off one site:
bloody intj adj : generic English swearword, ranging in intensity from impolite to as strong as fuck; used in all the same places as fuck but with not as strong a connotation. For example, like fuck, it is used as tmesis for emphasis and other effects, abso-bloody-lutely, ‘not bloody likely’, “this is bloody goodâ€. [Known in Australia as the Australian adjective - kinda like motherfucker in some places in America.]
so the ad has been criticised as being rude and portraying aussies as rednecks. then the brits decided the use of the word bloody is too risque so they’ve banned the ad on tv (though it’s still showing in print and in theatres). and even though the tourism agency sez it spent A$6mil on focus groups including in the states…. is anyone really going to understand the phrase at home? is it really enticing anyone to visit? doubtful… the ad is pretty crap regardless.