English Private Tutoring in France: The Race for a Better Job Starts in Advertisement Campaigns

As a result of global and local trends, in France, English has become an asset and almost 90% of the students choose to study English as a second language at school. In addition, parents and adults resort to private tutoring to ensure this cultural capital (Glasman, 2004, ). Therefore, English private tutoring enterprises have developed all over the country. If the relationship of a French reduction tax program and the expansion of this type of companies have already been studied (Bray, 2009), very little attention has been devoted to the role played by these companies’ advertisements. This study will focus on how these enterprises seem to have taken advantage of French linguistic ideologies about language learning and how it is reflected in their advertisements.