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Some Perspectives on the Phenomenon of "Engrish
Abstract
Printed English seems to be everywhere in Japan, on prod- ucts, on signs, and in advertising. At a closer glance, much of the English seen is at best odd, and at worst incomprehensible. This type of printed English has come to be called "Engrish." In today's world, users of English have come to outnumber native speakers, and it is increasingly difficult to draw lines between correct, creative, and incorrect English. The ques- tion is raised whether Engrish is in fact a new variety of English, and actual examples of Engrish are evaluated and analyzed. I conclude that Engrish is basically an advertising phenomenon rather than a means of communication, but even so, it is not without merit, being both creative and fresh, giv- ing us a new way of looking at English, and deserving of further research.
In this chapter, we extend our discussion of foreign languages in advertising to related phenomena. It reviews studies on foreign accents in advertising, on foreign languages on product packaging and on foreign languages in the linguistic landscape. We also discuss important complexities relating to foreign languages in advertising. These include the relationship between the use of English as a global language and the standardization-adaptation debate and the effects of ethnic language on consumers outside the target group. As a final complexity, we discuss critical views on the use of foreign languages in advertising, which argue that such foreign language use functions as mock language and reductive stereotyping.
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