Reader TTS

China is trying to cultivate an international image of self-assuredness and confidence. At home, though, many companies believe that Chinese will find their goods and services more appealing

if they are promoted by foreigners with fair complexions. The anomaly is particularly prevalent in less urbane parts of the mainland, where things foreign are often considered superior.

Only education and experience will alter such thinking. Advertisement Cities with international airports – Beijing, Shanghai and Guangzhou among them – have sizeable expatriate communities

and overseas business connections; their citizens are more worldly-wise. Long gone are the days when a Westerner would get stares and sometimes, a curious circle of onlookers. But in second

and third-tier cities, a foreigner at a promotional event is exotic. His or her presence is believed by companies to give products an edge; a Caucasian face is equated with business success

and a global outlook. Handsome and beautiful Westerners are therefore in demand in such places and can make 800 yuan (US$118) or more a time and extra if they are willing to wear particular

clothing, such as a swimsuit. It is their appearance, not their skills, that are sought; acting as professionals in marketing campaigns or as models is a common ruse by companies to get

customers. More often than not they are working illegally, being in China on tourist or student visas. White skin, blond hair and blue eyes are considered essential for such jobs.

Enforcement of labour and immigration laws will deal with illegal workers. But the idea that a product is more trustworthy or of better quality if it is linked to a white person will take

greater effort to change. Using foreigners to promote products and provide assurance of quality reflects a society’s lack of confidence in itself and its cultural identity. Chinese products

are gradually catching up with and even surpassing foreign ones. Citizens in first-tier cities have already learned that not all foreigners are rich, skilled and educated and with time, the

message will filter to other parts of the country. With education and greater knowledge and understanding will come a better appreciation of things Chinese. Advertisement