Ortografi multigrafik dan nilai sosial dalam wacana iklan produk kecantikan berbahasa jepun

Translated title of the contribution: Multigraphic orthography and social values in advertising discourse of beauty products in Japanese language

Research output: Contribution to journalArticle

Abstract

In beauty product advertising strategies in Japan, the specialty, uniqueness and advantages of having three main types of orthography, namely kanji, hiragana and katakana, including the Roman Alphabets have resulted in discourse makers taking advantage of these orthographies as creatively and maximally possible in producing an advertising discourse. This article discusses the mechanisms of multigraphic orthography that manifest the values of occidentalisation in the 24 advertising texts studied. From the analysis and interpretation, these occidentalisation values are not only reflected in various forms of foreign loanwords, such as English, French and Italian that are multilingual in form, but also in the "multigraphic" form by taking advantage of four forms of orthography of which each has different graphic characteristics, namely hiragana, katakana, kanji and Roman alphabets. Multilingual benefits in the form of multigraphic orthography in the advertising discourse do not only act as patterns, decorations/ornaments, emphasis and the feel of external image to highlight the differences as a way to attract the public's attention, but also provide prestigious images and atmosphere, symbol of modernity, ease in penetrating the international market and more competitiveness. The presence of foreign loanwords, particularly the English language in the form of katakana and Roman alphabet orthography gives a "fresh" aura and atmosphere, euphemism, more versatility, style, fashion, scientific and futuristic reliability and most importantly, a "complement" to the Japanese writing system itself.

Original languageUndefined/Unknown
Pages (from-to)83-113
Number of pages31
JournalWacana Seni
Volume12
Publication statusPublished - 2013

Fingerprint

orthography
beauty
discourse
language
Values
competitiveness
English language
Discourse
Japanese Language
Social Values
Orthography
modernity
symbol
Japan
interpretation
market
Roman alphabet
Katakana

Keywords

  • Advertising discourse
  • Beauty products
  • Foreign loanwords
  • Multigraphic orthography
  • The Japanese language

ASJC Scopus subject areas

  • Music
  • Visual Arts and Performing Arts
  • Cultural Studies

Cite this

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abstract = "In beauty product advertising strategies in Japan, the specialty, uniqueness and advantages of having three main types of orthography, namely kanji, hiragana and katakana, including the Roman Alphabets have resulted in discourse makers taking advantage of these orthographies as creatively and maximally possible in producing an advertising discourse. This article discusses the mechanisms of multigraphic orthography that manifest the values of occidentalisation in the 24 advertising texts studied. From the analysis and interpretation, these occidentalisation values are not only reflected in various forms of foreign loanwords, such as English, French and Italian that are multilingual in form, but also in the {"}multigraphic{"} form by taking advantage of four forms of orthography of which each has different graphic characteristics, namely hiragana, katakana, kanji and Roman alphabets. Multilingual benefits in the form of multigraphic orthography in the advertising discourse do not only act as patterns, decorations/ornaments, emphasis and the feel of external image to highlight the differences as a way to attract the public's attention, but also provide prestigious images and atmosphere, symbol of modernity, ease in penetrating the international market and more competitiveness. The presence of foreign loanwords, particularly the English language in the form of katakana and Roman alphabet orthography gives a {"}fresh{"} aura and atmosphere, euphemism, more versatility, style, fashion, scientific and futuristic reliability and most importantly, a {"}complement{"} to the Japanese writing system itself.",
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AU - Aman, Idris

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N2 - In beauty product advertising strategies in Japan, the specialty, uniqueness and advantages of having three main types of orthography, namely kanji, hiragana and katakana, including the Roman Alphabets have resulted in discourse makers taking advantage of these orthographies as creatively and maximally possible in producing an advertising discourse. This article discusses the mechanisms of multigraphic orthography that manifest the values of occidentalisation in the 24 advertising texts studied. From the analysis and interpretation, these occidentalisation values are not only reflected in various forms of foreign loanwords, such as English, French and Italian that are multilingual in form, but also in the "multigraphic" form by taking advantage of four forms of orthography of which each has different graphic characteristics, namely hiragana, katakana, kanji and Roman alphabets. Multilingual benefits in the form of multigraphic orthography in the advertising discourse do not only act as patterns, decorations/ornaments, emphasis and the feel of external image to highlight the differences as a way to attract the public's attention, but also provide prestigious images and atmosphere, symbol of modernity, ease in penetrating the international market and more competitiveness. The presence of foreign loanwords, particularly the English language in the form of katakana and Roman alphabet orthography gives a "fresh" aura and atmosphere, euphemism, more versatility, style, fashion, scientific and futuristic reliability and most importantly, a "complement" to the Japanese writing system itself.

AB - In beauty product advertising strategies in Japan, the specialty, uniqueness and advantages of having three main types of orthography, namely kanji, hiragana and katakana, including the Roman Alphabets have resulted in discourse makers taking advantage of these orthographies as creatively and maximally possible in producing an advertising discourse. This article discusses the mechanisms of multigraphic orthography that manifest the values of occidentalisation in the 24 advertising texts studied. From the analysis and interpretation, these occidentalisation values are not only reflected in various forms of foreign loanwords, such as English, French and Italian that are multilingual in form, but also in the "multigraphic" form by taking advantage of four forms of orthography of which each has different graphic characteristics, namely hiragana, katakana, kanji and Roman alphabets. Multilingual benefits in the form of multigraphic orthography in the advertising discourse do not only act as patterns, decorations/ornaments, emphasis and the feel of external image to highlight the differences as a way to attract the public's attention, but also provide prestigious images and atmosphere, symbol of modernity, ease in penetrating the international market and more competitiveness. The presence of foreign loanwords, particularly the English language in the form of katakana and Roman alphabet orthography gives a "fresh" aura and atmosphere, euphemism, more versatility, style, fashion, scientific and futuristic reliability and most importantly, a "complement" to the Japanese writing system itself.

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