The importance of branding and images : Malta as an English learning destination

Abstract

Branding and images have long been popular research topics in general. However, these were rarely investigated in relation to the Teaching English as a Foreign Language (TEFL) sector, especially in Malta. Hitherto, TEFL has become an important niche market (MTA, 2004: 11) and aught to receive more academic attention. Therefore, the main objective of this dissertation was to show the ways Malta is currently being advertised by different language schools as an English learning destination. To do this, a semiotic analysis of six adverts used by six different English Language schools operating in Malta was conducted whereby linguistic, typographic and visual signs were all analysed to show the way in which Malta is being portrayed. It was found that the current assortment of adverts used by English language schools is promoting Malta inarticulately. Moreover, the analysis has also shown that the adverts analysed do not integrate nor promote the top qualities of Malta which make it competitive as an English Learning destination. It was therefore proposed that all the stakeholders in the TEFL sector should cooperate and develop a brand projecting a single and creative image which can ultimately make Malta more competitive. A brand can ii incorporate all the values and strengths which produce the right images to satisfy consumers' functional and emotional needs. The image of this brand can be the single reason for why Malta would be chosen over other destinations and ensure long term success.