After a brief hiatus (two weeks of tests at
my school) I have finally found the time to write another blog post. Firstly I
would like to apologize for the overly-academic nature of my previous post.
Sometimes my considerable intellect cannot be contained… However upon
re-reading the post I have decided to do yet another post about language in Japan .
More specifically, the love-hate relationship Japanese culture has with the
English Language.
"A terrace in the afternoon, where I am enjoying myself elegantly. To those who love their lives... the gift of fair quality goods. My feeling is fluffy in the color of coffee brown." |
Just let that sink in… Someone, somewhere
decided that that English sentence best represented their product. This quote
came off of a rather delightful box of assorted coffees I received as a gift
from a few of my fellow teachers. This particular gift box of coffee comes from
a major company and is distributed all over Japan, meaning that literally
hundreds of people have read this quote and still opted to drink this coffee. So
now allow me to go all Davinci Code in an attempt to solve the riddle that is
this muddled sales pitch in what I like to call “Alex`s “ENGRISH” Translation Corner”
Sentence 1- “A terrace in the afternoon,
when I am enjoying myself elegantly.”
The
first sentence is rather straight forward and easy to understand. We are to
picture ourselves sitting on an elegant terrace enjoying a cup of coffee. This
is head and shoulders above my usual habit of enjoying coffee whilst sitting on
my bed in my underwear; a situation considerably less suited for a sales pitch.
At this point we could be early into an interpretive reading of an American
commercial, where people are oh-so-fond of lounging on this in an elegant
fashion. Grammatically the sentence is ok, perhaps replacing the word “when”
with “where” could improve it slightly but overall this sentence works. ENGRISH factor- 15%
Sentence 2- “To those who love their lives…
the gift of fair quality goods.”
The
guy who wrote the first sentence must have taken a personal pay because in the
first few words of the second sentence we find ourselves spiraling into
madness. Thus far we have ascertained that we are sitting on a terrace in an
elegant fashion (I assume a daybed, marble railings and wispy silk curtains are
involved). But now the Coffee Selection folks throw a dire warning at us “To
those who love their lives…” WOW… That’s quite the ominous statement, and why
the inclusion of the three dots at the end? Are we to wait expectantly with bated
breath to find out just what happens to those who love their lives? Is it a
warning that this particular coffee causes depression, and those who do not
enjoy their lives should avoid it or risk suicide? Before we can even figure
out if we do in fact love our lives the coffee box lashes out with a stinging
insult. This particular brand of coffee openly admits to their product being of
only mediocre quality. Some may argue that by “fair quality” they in fact meant
“fair trade” but I think it is far more likely that this is yet another perfect
example of “Big Coffee” blatantly ignoring their customers demands for high
quality products and instead just telling them “here is some sub-par coffee…
You got a problem with that?”. A more direct English translation might read “You
seem to be enjoying your day… This bland coffee should fix that.” The whole
elegant terrace setup is starting to seem like some sort of ruse… I hope
nothing crazy happens in the climactic final act… ENGRISH
factor- 60%
Sentence 3- “My feeling is fluffy in the
color of coffee brown.”
Not
content with their previous comments on our mental state and a bold admission
of mediocre coffee the Coffee Selection Company opted to go for all out scare
tactics for its final assault. How does a person feel fluffy? And what does it mean
to be fluffy is the color of coffee brown? Is it like music, as in “Can I feel
fluffy in the key of coffee brown?” In the first two sentences I could
understand the point the writers were trying to make, the third sentence
however is beyond me. The image I can’t get out of my head is that drinking this
coffee will transform me into a giant coffee colored sheep. So in summation Coffee
Selection box writer guy, way to make the transition from completely sane to
Sarah Palin levels of crazy in only three sentences. ENGRISH factor- 100%.
This
phenomenon is commonly know as “Engrish” and is a source of much amusement for
foreigners living in Japan . For the most part English is seen as “hip” and trendy in Japan and
is often utilized to help products and services stick out in a market that is
flooded with an overabundance of seemingly everything. Often it is simple
things, using the English word for things like strawberries or milk as opposed to
the Japanese words can make a product more kid friendly and more modern.
However,
the dark side of Engrish comes out when it is used in the form of sentences. The
internet is riddled with other examples of shirts, signs and nearly every other
semi-flat surface covered with nonsensical (and often wildly inappropriate) English.
One of my favorite pictures is of a Japanese elementary school student at
school wearing a shirt that says “Too drunk to [inappropriate word for “relations]”
(this is a family blog so I will avoid swearing) beaming at the camera
completely unaware of how inappropriate his shirt is.
Prime example of an "Engrish" t-shirt.... No idea what point they were trying to convey in the first place. |
The hot water is not impervious to heat so... Be careful? |
Even more mind boggling
is that considering the number of native English speakers in Japan and
the rate at which Japanese people are learning English that these sorts of
mistakes are still made. Most companies seem completely satisfied to just trust
an online translator to accurately translate for them and do not bother with
any sort of check. While this can at times be both frustrating and entertaining it certainly makes my job here seem more important. If just once I can teach a student enough English that he/she is forced to burn half their wardrobe I will consider my time here a success.