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The new celebrity: Tutors

By staff and wire services reports
August 19th, 2013

Advertisements for star tutors in Hong Kong can be seen all over here: on billboards that loom over highways and on the exteriors of shopping malls, the New York Times reports. Invariably, the local teaching celebrities are young, attractive and dressed in designer outfits befitting pop stars. But beyond the polished shine, the advertisements also claim that their celebrity tutors can help students ace Hong Kong’s university entrance exam. “From a marketing perspective, every company wants to present their products with good packaging,” said Antonia Cheng, a celebrity English teacher at Modern Education, one of the city’s largest tutorial chains. “I believe, very simply, that this is a business principle.”

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staff and wire services reports