Some foreign teachers in China refuse to be photographed or videotaped for school advertisements. These defiant teachers complain that they are being ‘used’ by the school unfairly; they say that being asked to appear in advertising is an insult to their teaching profession. The school will usually give in, not wanting to force their teachers to do something against their will, but such a refusal can damage the relationship between the foreign teacher and the administration.

I laugh when I hear foreign teachers nobly refusing to appear in advertisements on the basis that they are being ‘used’ by the school. Not only have I appeared in various brochures and television advertisements, I have even spent some time in city parks handing out school paraphenalia with my colleagues. After all, the school did not hire me because I have a teaching degree. I did not have one. The school did not hire me because of my vast experience. I did not have much. My hiring was simply a good business decision. My blonde hair and blue eyes would be an effective marketing tool that would attract a lot of attention to their English program. If I did happen to be a good English teacher, that would just be ‘icing on the cake.’

Do not fool yourself. From the moment that you put your name on an ESL teaching contract, you are being ‘used’ by the school. In many cities, foreign teachers receive ten times the amount that their Chinese colleagues receive. Of course it is expected that the school can use your ‘image’ to help bring in more students. If you have a problem with being used in this manner, you should never have signed the contract.

What is so bad about being used in school advertising? I really see no harm in it. As long as the school is either 1). asking me to participate in advertising during my regular work hours or 2). paying me extra for after work hours, I am usually more than willing to help. A Chinese school is like any other business; effective advertising is the key to its success. The only reason that you should not participate in advertising campaigns is if you honestly believe that the school does not provide a good environment for students. If you do not believe in the product yourself, then you have bigger problems on your hands.

Being a good representative of an English school is just as important as being a good teacher. You have to learn how to ‘play your part’ in China. I do not mean to say that all schools in China are completely unconcerned about your teaching abilities and qualifications. I am only suggesting that as a foreign teacher in China, you are expected at times to be the face of the school. Do not resent this role; have fun with it. Being a team player will help you to have a better relationship with the boss.