Japanese advertising slogans

I love Japanese advertising slogans. They often include English words that have been used in a very Japanese way. Japanese copywriters are clearly convinced that positive words are the way to go. I often see a collection of positive words thrown together in a way that no native English speaker would ever use them.

What do you think of this slogan to promote apple candy: ‘Health and beauty for your life’? The message that they want to bring across is clear but no Western copywriter would communicate it so directly. Reading this kind of Japanese advertising slogan instantly puts a smile on my face. It sounds so sweet and innocent and frankly I find it quite endearing.

Japanese advertising slogans

These apple candies will bring health and beauty to your life! Yes they will!

Have a look at some other examples:

Hopeful bargain in Tokyo, Japan

Hopeful bargain in Tokyo, Japan

freshness burger in Nagoya airport

Freshness burger in Nagoya airport

funny english in japan toiletpaper

Japanese toilet paper, bringing happiness to your life

Advertisements

Funny English in Japan

When living in Japan, you are constantly seeing funny English phrases everywhere. Many misunderstandings result from literally translating Japanese into English. Both languages have a totally different structure and many formal Japanese expressions have no English equivalent. If you speak a little Japanese, some of the strange English starts to make a lot more sense. Other examples of funny Japanese English are mix-ups between the letters R and L and phrases that can only be the result of the unedited use of online translation engines. There even exists a special website dedicated to the strange English that you can see in Japan and other Asian countries, called Engrish.com. The pictures below are a small sample of my own experience.

Japanese english or engrish

They probably mean Rice and Liquor, although the R-alliteration does have a nice ring to it.

Japanese english or engrish

We saw this sign in a national park in Hokkaido, where, due to geothermal activity, the water is so hot that it poses a serious risk of burn injuries. While they still get the message across, these words are so jumbled that they most likely just input the Japanese sentence into a translation engine which translated everything word for word into English. I wonder if the Chinese and Korean on this sign are equally jumbled.

After having read this post, my friend Yasu inserted the Japanese on this sign into several translation engines. The results are hilarious!

Google: “Once in the sand, and then burn it to collapse.”
Exite: “It will be caved in and burned if it goes into sands. “
Babylon: “I sink and burn myself when I enter the sandy beach.”

But don’t get me wrong, although this kind of English puts a smile on my face, I am not ridiculing the Japanese for these little mistakes. As someone who has tried (and is still trying) to learn Japanese, I fully realize how different the two languages are and what a monumental task it is to be truly fluent in English when you are a native Japanese speaker (and vice versa). So nothing but respect for the many people in Japan who study English and do their best to speak English. Many of them are very good at it and certainly better than I will probably ever be at Japanese.

But back to the topic at hand: funny Japanese English. While I find these strange translations cute and funny, there is another really endearing way that English is used in Japan. When looking for a brand name or a slogan, the Japanese often throw a seemingly random selection of English words with a positive meaning together, giving wonderful results like ‘Freshness Burger’ as the name for a hamburger franchise and ‘Happiness Life’ as a brand of toilet paper.

freshness burger in Nagoya airport

A Freshness Burger restaurant in Nagoya airport. It was our favourite place for a quick bite to eat before a flight. We were first attracted by the funny and cheerful name but actually their burgers are quite nice.

funny english in japan toiletpaper

This Japanese toilet paper packaging made me smile. Happiness life, what more do you really need? We saw this toilet paper in a small town in Okinawa. The rest of the toilet space matched their choice of toilet paper (see below).

cheerful japanese toilet

The most cheerful and beautiful toilet space I have ever seen!