The
Katakana expressions that I chose to look at were コーン フロスティand ツマラナイ. コーン フロスティ is used as the Japanese title for a brand of
cereal. It is written in Katakana rather than Hiragana because it is a loan word
for “Corn Frosties.” ツマラナイis
used in a Japanese advertisement for Vitamin Water. It is most likely written
in Katakana rather than Hiragana in order to emphasize the word’s meaning of
“boring.”
The
Japanese name differs slightly from the English name of the cereal, “Frosted
Flakes.” A possible reason for this difference in naming may be that “Frosted
Flakes” is harder to transcribe into Japanese than “Corn Frosties.” This is
primarily due to the “d” sound at the end of “Frosted” and the “fl” and long “a”
sound in “Flakes.” In general, when a consonant is used without a vowel after
it, it is transcribed into the “consonant + u.” However, there are certain
exceptions, such as “t” and “d” becoming トandド as well as “ch”
and “j” becomingチand ジ [1]. The “fl” sound is a little trickier
to deal with, since it has both a double consonant and an “l” sound. Since
Japanese does not distinguish between the “r” and “l” sound, the “la” portion
would usually transcribed into ラ[2]. However, since the “a” is actually a long “a”
sound, the transcription would actually use the long vowel marker ー(also called a chōonpu) with the レinstead [3]. The “e” sound in the “ke”
portions in “Flakes” is also silent, so with the “consonant + u” guideline it
becomes ク. As such, “Frosted
Flakes” would transcribe into something like フロステド フレークス, a much more difficult transcription than コーン フロスティ. In addition to this difficulty in transcription, フロステド フレークス seems more difficult to pronounce as well.
As
for the advertisement, the use of Katakana is a little more subjective. Despite
the fact that ツマラナイ is
a Japanese-origin word, it is written in Katakana to emphasize that水, the word it is describing, is particularly
boring. The advertisement uses this emphasis to create juxtaposition between water
and Vitamin Water, portraying water as a dull and typical choice of drink while
portraying Vitamin Water as a more exciting and interesting choice of drink. Since Katakana often seems "edgier" and more eye-catching than Hiragana, it is commonly used in advertisements for this effect. This
use of Katakana for emphasis is less commonly seen than its use for loan words
and is actually a relatively new development that may be seen as the result of
the increased Westernization in Japan, as Western culture is seen as more
trendy [4]. It may be for this reason that each textbook chooses to explain Katakana differently, as it may be
confusing to first-time learners of Japanese for Katakana to be used in such a
variety of ways. While the textbooks all agree that Katakana is used for loan
words, not all of them bring up its other uses. Since the works in which Katakana
is used for emphasis are often artistic mediums such as manga or
advertisements, the emphasis is mostly to express certain tones or messages
that the author is trying to convey. For learners of Japanese, it is often less
confusing to simply stick to the typical usage of Katakana for loan words.
Quite unique observation.
ReplyDeleteI enjoyed your analysis.
おもしろかったです。
I myself do not find any difficulties when I transcribe some English words to Japanese.
I can write every English words in Katakana when I hear the pronunciation of the words.
Since Katakana and Hiragana are phonograms it is not difficult to do that for me.
I think the company named their product "コーンフロスティ" simply because it is a little bit difficult for Japanese to pronounce フロステド フレークス rather than to pronounce コーンフロスティ even if it is written in Katakana.
The vitamin water is a very interesting example that Katakana usage is sometimes arbitrary.
ReplyDeleteI also like the way you illustrate how Katakana words try to mimic the pronunciation of the foreign words.
ワンサヌワット
I like your analysis of the term "コーンフロスティ" and the difficulty that sometimes arises when you have to transcribe a foreign term. I find that your second example with "ツマラナイ" is an excellent example for the katakana for emphasis. While it may be difficult to express the more artistic, abstract connotations of katakana to new Japanese speakers, though, certain textbooks do explain all of the aspects. A question that might be interesting to consider is if there is some underlying quality about katakana that certain textbooks try to emphasize.
ReplyDeleteAccording to google translate, there is no Japanese translation of "frosted", but corn can translate into "コーン". Perhaps that's another reason they Katakana-ize "Corn Frosties" instead of "Frosted Flakes".
ReplyDeleteI enjoyed your post - you made some very acute observations. Even though a lot of katakana comes directly from English words, some syllables or even whole words are sometimes changed. Another example would be ホットケーキ which translates to pancake. Although in English we understand the direct translation "hotcake" the image that comes into our head is not the same as the Japanese concept of this word.
ReplyDeleteI agree with your analysis of the word "boring". Do you think that as well as emphasising the word, the katakana might also give it an aspect of foreigness (and therefore make Japanese customers more attracted to their own Vitamin Water described in hiragana)?
This is such an interesting and unique analysis, especially I enjoyed the pronunciation part. Concerning the Vitamin Water example, in addition to your analysis, I think the "shape" of Katakana makes quite a vivid contrast to that of Hiragana, which has an eye-catching effect, and this is why Katakana is preferred in advertisements.
ReplyDelete