1.) Use of katakana to write the word "best sellers:"
I think that in this instance, the katakana is being used for emphasis. Best sellers are a very Western conception, invented by book marketers and used to draw a book browser to make a purchase by telling them that "this is what everyone else is reading, so you should too!" I think that in this case, the use of the katakana is Japan's (or more specifically, Kinokuniya's) way of appropriating that same marketing ploy in order to attract Japanese buyers. After all, they could have said "best sellers" using hiragana or kanji or even English, but they chose not to. Instead, its kind of a way of importing Western marketing schemes. (This is all my speculation, however).
2.) Use of katakana in titles: I found two examples of this usage of katakana that I think are quite different.
a. 
In this first example, katakana is used to write the title of this children's book. ”バルバル”has no English equivalent, and thus I don't think the katakana here can be considered a loanword. However, "バルバル" does make an interesting sound when read or spoken out loud, which would probably get a Japanese child interested in the book. It is also most likely a name (the name of the fellow on the cover), therefore katakana would be an appropriate way to write it in this case.
b. 
In this second example, katakana is being used to write the word "brand" in the title of the magazine Brand Joy. Again, I think the use of katakana here is a deliberate choice because they could have chosen to write the word in hiragana or in Kanji, but they chose to use the loanword form. Looking through the magazine, I noted that it was geared towards selling western merchandise from western companies, so that might be a reason behind this particular usage.
Also, as a final note, why is it that "brand" is in katakana, but "joy" is in English? Something to think about perhaps.
Really interesting analysis on many different levels. ところで、紀伊国屋すごく好きです。I'm going to comment on the children's book you focused on, バルバルさん.
ReplyDeleteYou're right that it has an interesting sound when read out loud. カタカナ is often used for onomatopoeia--in verbs, adverbs, etc. There are two classes of Japanese onomatopoeia--擬音語（ぎおんご）--normal onomatopeia--like ポン（Pop)--and擬態語（ぎたいご）which mimics something that doesn't actually make a sound--instead giving the impression of a butterfly's flapping wings, for instance...
Anyway, in this case, this is the little boy's name, but there is likely some extra meaning slipped in. It is possible that the verb ばる (a suffix which means to persistently do something) is being used. By repeating it, it is emphasized, so perhaps it is suggesting the little boy's personality as being slightly obstinate?
This is just a guess, but guesses can often go a long way in 日本語
Also, カタカナ being the most basic alphabet, which extremely young children know, is another reason the title would be written in this alphabet.
お疲れさま～
四年生のテスより
うわ！よく がんばりましたね！
ReplyDeleteI really think you're on to something by looking at display and magazine samples. When I find myself explaining かたかな to friends and they ask what the point is of having two alphabets I say it's kind of like how English letters have italicized versions as well. Aside from using loan words and sounds in かたかな they can be used to add emphasis or catch someone's attention. I think this is why we see かたかな と えいご used in unique ways on television, magazineｓ and signs rather than in books or the classroom. かたかな can be a tool for advertising and graphic design.
四年生の フリオ から
Really great idea to look at marketing uses. Notice that with "best seller" they did put it in English underneath. I wonder why they use both? Is it possible they are also trying to market these books to English-speakers? That totally stumps me.
ReplyDeleteThe ブランド Joy totally stumps me too. Good examples! Could it be that less Japanese would understand brand in English than Joy, joy being a more common word?
Wow! Sounds like you've very astutely picked up on the different cases that call for katakana - loan words and onomatopoetic words. I especially liked your analysis on the term "best-seller." On the surface, one wouldn't think that this is a particularly Western conception, but now that I think about it the New York Times loves this term...doesn't it?
ReplyDeleteVery good analysis. As for your final note "why is it that 'brand' is in katakana, but 'joy' is in English?" - well, I think that's because there is a set of English words which is considered familiar to the majority of Japanese. "Joy", together with "bag" (also appeared on the cover of the magazine) are two elements of that set, the editor has assumed that the reader at least know these two words, so it is ok to use a variety of expressions (Kanji, Hirakana, Katakana and English) to make it look more fashionable.
ReplyDeleteAnyway, I'm a Chinese and in our fashion magazines there are also a quite amount of English words flashing around everywhere just to indicate that this magazine is somewhat international :P Guess this is an Asian thing XD