Bilingual Advertisements in Japan : Are They a Sign of Japan's "Internationalization" or Just a Product of Creative Technique?

概要

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In Japan, bilingual advertisments, written both in English and in Japanese, have become more visible in newspapers and magazines in recent years. Is this a sign of Japan's "internationalization" or just the product of a new creative technique? To seek an answer to the above question, selected bilingual ads from the print media were analyzed in terms of how English or Japanese is used in the ads (language effect) and whom the ads speak to (target group). Interviews were also conducted with 40 consumers to examine their reaction to the bilingual ads. As a result, it was found that there are six types of bilingual ads, some of which clearly reflect Japan's internationalization, while others do not. It was also found that the bilingual ads have power to make products look "fancy" and the consumers feel "cosmopolitan," though the power differs, depending on the type of ads.
静岡県立大学の論文