'Shampoo for extra damage': making sense of Japanized English

Abstract

English is used extensively for promotional purposes in Japan. Often, it is incorrect or unnatural and becomes a focus for foreign ridicule or complaints about language 'abuse'. The phenomenon is called Japanized English or, more colloquially, Japlish or Engrish.This paper explores the motivation for using English for promotion and shows it as a rational promotional strategy where English is used as a medium for image creation through the association of America with the English language, the image being cool and fashionable. Closer analysis of some Japanized English examples demonstrates why correct English is not necessary for successful promotion: Japanese consumers do not pay close attention to the meaning and incorrect English may actually allow better levels of understanding of the content of the English. This allows us to move from 'Why is the English not checked?' to 'Why should the English be checked?' As a conclusion, some international comparisons are drawn and it is demonstrated that the Japanese are not the only people using foreign language and culture for promotional purposes in ways that might not be appreciated by the country represented.