Twenty-six learners of English enrolled in an MA course were asked to give the metaphors which they think best capture the essence of their learning experience so far. Their metaphors tell how English learning had introduced them to a brand new world and, once they were inside it, led them to a seemingly endless series of new discoveries. The unpredictability of these discoveries had been like ‘reading a magic story’. Students had often faced challenges but had also derived satisfaction from overcoming them. The metaphors connect more strongly with ‘intrinsic’ motivation than with the more utilitarian concepts of ‘extrinsic’ and ‘instrumental’ motivation. This might reflect the composition of the learner group, who had all chosen to specialize in some form of English study in their previous education. However that may be, they encourage us to create space in our teaching for the humanistic dimensions of imagination and creativity, even in courses where the explicit aim is to serve a specific pragmatic purpose.

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.