ABSTRACT
This chapter examines how English language teaching is marketised in an Islamic society, particularly Saudi Arabia, and describes how English marketing creates tension between the desire to promote English language teaching courses and the impact it can have on the Saudi-Islamic identity. This chapter discusses the findings of a critical discourse analysis of advertisements produced by private English language teaching schools that operate in Saudi Arabia. This case study explores how the English language is conceptualised in these advertisements. For example, to promote their courses, these schools associate English with Western societies; however, traces of Islamic identity are interlinked with Western influence. The chapter concludes with a call for increased awareness among English language teaching providers about the importance of maintaining the Islamic-Arabic identity. Ideological representations, such as associating English only with the West and favouring Western people, should be reconsidered.
