DUMMY is a quarter-annual magazine with a focal topic in each issue.The topic of the 2010 winter issue was FEAR.We wanted to make the audience of radio channels really feel this issue’s topic and make their hearts throb.To evoke that feeling we used a cliché of the western world: the sound of a man speaking Arabic.We also showed that fear is usually linked to stereotypes; when the man translated the Arabic sentence we realized that the only thing he had been promoting is the DUMMY Magazin.