Abstract

This study analyzes the advertisements of English conversation schools to investigate the discourse of English-speaking skills promotion in Japan. Especially, it examines TV advertisements of three leading English schools: AEON, ECC, and NOVA. The analysis utilizes Multimodal Critical Discourse Analysis (MCDA) (Machin & Mayr, 2012) to critically examine linguistic and visual semiotic choices. It seeks to reveal ideologies and power relations embedded in the advertisements that seem neutral and normal on the surface. The analysis reveals that the advertisements present that if people can speak English they can gain certain experiences and certain feelings as well. Additionally, it finds that the advertisements emphasize the two categories of Japanese: those who can speak English and those who cannot. They are ranked in a hierarchy. Japanese who can speak English are represented in a better position of influence.