English Advertising in Saudi Arabia English learning is being advertised in Saudi Arabia as the key to success in the professional

world. If we look at the websites of the major English language centres in Saudi Arabia, we will find that English has been promoted as a leap forward (Berlitz Saudi Arabia), as a competitive advantageto enhance job perspectives (Wall Street Institute) because The importance of English as a world language, the advance of technology and education reform are key determinants for new developments for English language learning (Saudi Academy). Other websites associated learning English with greater benefits like breaking the psychological barrier (Canadian centre) and meeting new friends (Direct English). These advertisements embody the notion of English as symbolic, cultural and social capital (Bourdie, 1977a, 1991). Piller (2001) who studied multilingual advertising argued that at the time these advertisements show a primary advertising discourse, i.e. language related service; they also entail a secondary discourse that suggests a close connection between the service (English) and success. In my opinion, these advertisements are mirroring a misleading ideology that promotes the idea by simply learning English; one can easily find a job. In other words, the local discourses represented by these advertisements reflect the worldwide given that in any given linguistic market, English is capital. (From Spanish Study) --------------Most of the countries that saw capital in second languages other than the local ones did so with the influence of previous colonization. However, the Saudi context differs drastically from that scenario since Saudi Arabia was never colonized, and Arabic is as important as the religion, and is an Islamic core upon which the country is built. However, English in Saudi Arabia has been seen as a door for better employment and as a sign of distinction (Bourdieu, 1984) that has been imposed by the globalization and global market discourses. Thus, English gained the status of a currency that is equated overtly to the power that owns that currency (Bourdieu, 1991, 1993). Calvet (1998) extended Bourdieus money metaphor

and argued that some currencies are valued more than others in what he labelled as stock market of languages (p.88); and hence each word in English is a possible 3.75 SR in your pocket (Rokaya). Norton and Pavlenko (2004) argue that some gender discourses closely linked to English have great potential to influence learners investments and decisions (p.3). Although learning English for those Saudi women stands for realizing imagined payoffs such as increasing job opportunities, making more money, winning access to a specific social community; the truth is that none of them was functional in English. -----Having introduced a succinct understanding for the theoretical underpinnings informing this study, I now turn to what my findings has to say. When I asked her about her reasons to invest in learning English, Mahas reply was because I want to communicate with other people online; however, Maha later on elaborated that her desire for cyber communication is induced by the racist alienation she faces in Saudi Arabia being a Tarsh Bahar (literally means sea refuse)1 neither my outward look, nor my last name indicate that Im Saudi; thus it is hard for me to blend with other Saudi women; and the internet is satisfying some of my socialization needs. As similar concept was highlighted by Rokaya, who is Saudi by virtue of marrying a Saudi man. Rokaya said the only virtue Ive got at my workplace, being the foreigner Im is that I speak reasonable level of English. Should my level in English increases I could be a contender for promotion. Both women indicated that the tribal laws enforced in Saudi Arabia played a major part in their decision to invest in English further.

Literally it means vomit of the sea, and this is in reference to the dignified and pious Muslims who have come to Hajj many years ago and settled down in Mecca, Madina and Hijaz and became Saudis by time.

Maha : Saudi woman, 22 years old. Her family came originally from Afghanistan. Rokaya: Originally Jordanian, married to a Saudi man. Lab technician.