I was in New York a few months back and found this attractive little shop. At first I thought it was a designer clothing store, but on closer inspection it turned out to be a Rosetta Stone shop. For those of you unfamiliar with this company, it produces (very expensive) self-study language learning materials in many languages. The shop offered customers a chance to try out the software in a pleasant and attractive environment and by doing so made taking on a language seem like a fun thing to do. Many of you will know that I have often derided the quality of such materials in my talks and publications, and Rosetta Stone is not going to change my opinion any time soon. Watching their promotional video talk about ‘Dynamic Immersion’ when simply describing the provision of words in context made my toes curl. Seeing a process as intensive, personal and involved as learning a language bulldozed into marketing-speak just doesn’t do it for me.

What fascinated me, however, was how the experience of language learning was made attractive, even luxurious. Of course at $699 for a self-study course it better be, but still I think many schools and teachers could take something of a cue from this. Especially when dealing with mature learners, choosing to study a language is often a lifestyle choice, maybe in a way not too dissimilar from choosing to sign up for a fitness centre. Whereas gyms used to be dingy rooms with no windows and sweaty locker rooms, they are now in the business of actively making people feel good about themselves. Attractive surroundings, luxurious treatments, and personalised coaching are all designed to enhance an individual and how they view themselves. The business of language learning is moving in this direction too, as very successful companies like Rosetta Stone show. Too often we still look at language learning as a utilitarian instrumental exercise, when often it is often more about personal development.