Loanwords
Due to our recent class discussions concerning language differences across societies, I researched articles concerning translation and how it affects understanding between cultures. I found a very interesting article by Kevin Heffernan regarding English movie titles being translated into Japanese. Heffernan explains that the Japanese use one of two methods for adapting foreign language. One is transliteration and the other is translation. Transliteration attempts to replicate the pronunciation of the original foreign word by using loan words, borrowed from English. With transliteration there is very little concern for semantics. Japanese examples include “bed”>beddo and “restaurant”>resutoran. Translation on the other hand is more focused on semantics with little concern for original pronunciation. Japanese examples include “telephone” > denwa (“electricity” + “speak”) and “evolution” > shinka (“progress” + “change”).
Heffernan also mentions that it is not difficult for Japanese speakers to avoid using loanwords; yet, in some cases they make excessive use of these words anyways. Heffernan attributes this to the desire of young Japanese people to give the impression of youthfulness, manage social distance, and make value judgments about the west. I found it very interesting that Japanese speaking people attempt to borrow English words in an attempt to sound more youthful. This idea was supported by the results of Heffernan’s study. He collected Japanese adaptations of American movie titles from the last 7 decades and rated the extent to which they used English loan words. As a result, he found that over the last 7 decades Japanese adapted movie titles have been gradually increasing in the amount of English loanwords that they use. This is obviously correlated with the desire of young people to use English loanwords. So, why is this? Why would Japanese youth be attracted to English? And, do we have any parallel examples of this in America?
Heffernan, K. (2008). An Investigation of Diachronic Change in Communication Accomidation. Journal of Language and Social Psychology, 27, 86-93.

