EF’s “REAL Foreign Teachers”: Progress or Dog Whistle?
I spotted this EF advertisement here in Shanghai recently:
The text reads:
- 100% TEFL/TKT双证上岗
- 100% 全职教学
- 100% 大学以上学历
At English First, we
only use real foreign teachers
- 100% TEFL/TKT double certification
- 100% full-time teaching
- 100% university graduates
So you see a white face and the promise of “REAL foreign teachers.” Is this some kind of racist ad? No, no, you are mistaken: they’re referring to the qualifications of their teachers, which just happens to be written in smaller type below. It’s just a coincidence that the teacher they chose for the ad is white, right?
This seems like a dog whistle advertisement to me. They’re communicating with the racist segment of their target market while also maintaining plausible deniability.
What do you think?