Against the prejudice – How far can adverts go?
UPDATE: Below my post, you can read Vinícius Nobre’s letter (he’s the president of Braz-TESOL) and, now, the reply that Open English has written. We did it!
I must say I’m not particularly offended when I’m called a NNEST (Non-Native English Speaking Teacher). Perhaps I’m just being naïve, but I don’t believe there’s harm in the terminology when it’s used by someone just to make things clear. It’s just as if you say I’m tall, or blond, or even white. It’s not that I don’t acknowledge we have to pay attention to the rules of political correctness and avoid misinterpretation as much as we can, but I just choose to believe that people, when they do that, they’re not simply trying to offend me. The same is true for the NNEST thing. I was born in Brazil and I’ve never studied nor lived abroad, and the English I know is the English I learnt in Brazil. Therefore, if you call me a NNEST, I simply understand that you are stating a fact.
However, it’s also very easy to notice when someone is being rude, offensive, or just tongue-in-cheek. For instance, if you’re among friends and one of them just happens to say something that could be interpreted as rude by others who haven’t got a clue of how well you know one another, you don’t take it that seriously. You’re probably well aware of the fact that this friend of yours is just pulling your leg, yanking your chain, or making fun of you. You know this is not exactly what he feels or thinks. I remember when I was 12 or 13 and played basketball. If I remember correctly, that was the very first time I heard someone complaining about the kind of language I used with a very good friend of mine. You see, we were very good friends, and there was absolutely no harm meant, but as this friend was black, I used to call him according to his skin colour. I can honestly relate to that and assure there was no cruelty or racism of any kind involved, just as I’m sure he didn’t mean any when he called me “German” or “Whitey” or “Honky”. I’m now aware of the fact that these are offensive words, but I have never felt offended when these words were used by my friends.
Just the same, it’s also very easy to notice people are being rude or judging you as inferior – and they can use exactly the same words. You see, it’s not only a matter of being politically correct, it’s a matter of how you say what you’re saying. The body language, the context, and all that goes with verbal communication are the things that make the difference between a simple joke among friends and offensive and unacceptable language. The reason why I’m writing this is not because we should be teaching this to our students, or teaching them which words in English are not supposed to be said, which are the politically correct ones and which should never be uttered. What’s caused me to write this post was the complete and absolute lack of common sense of people who happened to have put together a TV advert of an online language school that, as far as I know, is quite new in Brazil. The school is OpenEnglish.com, and the advert (I’ll translate it to my fellow NESTs below) is this:
This is what the advert says (my comments are in brackets).
“These two want to speak English. One of them goes to a traditional school, the other one studies at OpenEnglish. One of them studies with the same textbook his mother studied with (as if textbooks hadn’t changed at all), the other one studies online with multimedia lessons (one size fits all, anyone?). One has classes with Joana (a Brazilian name for the teacher who keeps dancing and making a fool of herself dancing to herself singing “the book is on the table”), the other one has classes with Jenny. “How about you? What is your choice?” (Jenny’s sentence in Portuguese).”
On one of the other ads, they’ve even added that Joana, the Brazilian teacher, had learnt English in Buenos Aires… well, I’m so sorry, but this is the kind of NNEST that IS, indeed, derogatory. This is why there’s a cause running on Facebook through the causes site, which you can find by clicking here. You see, there are a whole bunch of things that could be said to highlight the benefits of studying online – I’d be OK with that. However, I can’t possibly stand someone going as far as taking advantage of the little knowledge of people when it comes to learning a foreign language and their desire to learn it fast (because everything has to be done fast these days) to sell a product. In addition to this, Brazil is currently on a campaign to teach their population English no matter what on account of the world cup in 2014 and the Olympic Games in 2016. How many people will be lured by an advert that is on national TV and waste their time and money on something that is unlikely to work?
As I said in the beginning, I’m a NNEST and that’s it. I don’t have to be proud or feel inferior because of that. The most important letter in the abbreviation is the last one – T. I’m a teacher first and foremost, and as such I’m constantly looking for ways to better teach my students. It honestly doesn’t matter where you’re from. If you also find the campaign offensive, I kindly ask you to join the cause. If you think this is not important, that’s also OK. If you think I’m wrong, just leave your comment and we can definitely talk about it.
UPDATES: Isabela Villas Boas has also written a fantastic piece on the add, expanding on what I have written here: Click here to read her post.
Vinícius Nobre is the current president of Braz-TESOL, and this is what he wrote on the matter:
“As the president of the largest association of English teachers in Brazil, I feel I have to take a stand and express my outrage and disappointment with regards to the TV commercial that has been broadcast on national television promoting an online English course.
I am NOT a native speaker of the English language, I do not have long blonde hair, I do not live in California and I do not wear a tight T-shirt to teach my students. In fact, I NEVER had a native speaker of English as a teacher. I never even lived in a foreign country. I simply studied the English language in my own developing country, and then four years of linguistics, literature, second language acquisition, morphology, pronunciation, syntax, education, pedagogy, methods and approaches. I have only dedicated 16 years of my life to the personal and professional growth of thousands of students. I have not bragged about my passport or my birthplace because I was too busy trying to understand my students’ linguistic and affective needs. I am NOT a native speaker of the language; hence – according to this TV commercial – I do not qualify to teach. I probably qualify as an irresponsible and grotesque mockery of a teacher.
Like me, thousands of hard-working, gifted, committed, passionate and under-valued educators (from Brazil or ANY other non-English speaking country) are depicted in 30 seconds of a despicable and desperate attempt to seduce students. I have met outstanding teachers regardless of their nationality and many of which who were native English speakers. The best English speaking educators I have met, however, were always dignified enough to acknowledge the qualities of a non-native speaker colleague.
Foreign language education has developed tremendously so as to guarantee the fairness and respect that all serious language professionals deserve (native speakers or not). At least among ourselves. If students still insist that a native speaker is better, we should at least rest assured that in our own profession we can find the respect and the recognition that a committed and qualified professional needs to have. It is sad, however, to be ridiculed by another (so-called) educational centre.
As the president of BRAZ-TESOL, as a non-native speaker of the English language, as an admirer of teachers regardless of their nationality, I resent such an irresponsible joke. But then again, who am I to even think about saying anything about the learning and the teaching of English? I am not Jenny from California – the utmost example of a foreign language educator.”
Open English’s CEO reply to the letter above – in English and in Portuguese:
My name is Andres Moreno and I’m the founder and CEO of Open English.
A recent advertisement we’ve been running on TV has upset some groups of people, including an important Brazilian teacher’s association, for what they perceive to be an offensive portrayal. Let me start by saying that anyone whose mission in life is teaching English has earned our admiration and respect. If we have offended this group, or any other, we sincerely apologize. As a company Founded by a Latin American entrepreneur and currently employing people from multiple countries across the region (including Brazil), we value diversity of opinions and welcome feedback as part of our desire to connect with students and advertise responsibly.
We happen to believe that online teaching from native English speakers is the right model for certain lifestyles, so it’s the one we’ve chosen for OUR business. However, this in no way diminishes the efforts and achievements of other teaching professionals.
Again, our intent was never to offend. Due to the feedback we have received and because of our great respect for our colleagues in the English teaching community, we are immediately pulling the ad from our website, social media platforms and television airwaves as soon as possible.
Meu nome é Andres Moreno, fundador e CEO da Open English.
Uma campanha publicitária veiculada por nós na TV foi considerada ofensiva por algumas pessoas, incluindo uma importante associação brasileira de professores. Quero começar dizendo que qualquer pessoa que tenha como missão na vida o ensino do inglês merece nossa admiração e nosso respeito. Se nós, involuntariamente, ofendemos essas pessoas, ou quaisquer outras, sinceramente pedimos desculpas. Como uma empresa fundada por um empreendedor latino-americano que emprega profissionais de diversos países (incluindo o Brasil), valorizamos a diversidade de opiniões e recebemos eventuais críticas como uma forma de nos ajudar a aprimorar nossa conexão com os estudantes e a anunciar de forma responsável.
Acreditamos que o ensino online com professores nativos de inglês é o melhor modelo para determinadas pessoas com determinados estilos de vida e é esse o modelo que escolhemos para o nosso negócio. Isso, de forma nenhuma, desvaloriza os esforços ou diminui a importância de outros profissionais de ensino.
Nossa intenção nunca foi ofender ninguém. Em razão das críticas que recebemos e do profundo respeito que temos por nossos colegas da comunidade de ensino do inglês, determinamos a interrupção imediata da exibição dos filmes publicitários da campanha em nosso website, em nossos canais nas mídias sociais e na televisão.
Fundador e CEO da Open English