Hybridity in Japanese Advertising Discourse

The purpose of this paper is to reveal the impact of cultural exchange on Japanese advertising discourse construction perpetuated through the idea of prestige. This phenomenon can be explained through the concept of mukokuseki (Jap. 無国籍) ‘lack of nationality’, a term which encompasses the idea of transculturality in Asia. In the context of globalization, erasing the identity or any sort of national mark enhances the absorption and integration of foreign elements and leads to reconsidering aesthetic communication. Japanese advertising discourse is based more on emotional reactions rather than cognitive ones, and this can be noticed through the extensive use of kawaii ‘cute’ symbolism. Considering that the idea encompassed by the concept of “cute” is present in any culture, and its effects are more or less the same, by freeing it from any cultural or societal restraints (mukokuseki), it becomes an intermediary space where traditional, national elements can overlap foreign ones without damaging the essence of the discourse, but on the contrary. Interculturality and inbetweenness manifests not only at the visual level but also at the linguistic level through hybrid language use: the coexistence of gairaigo (loan words) along wago (words deriving from Japanese) and kango (words deriving from Chinese). According to several studies, gairaigo and wasei-eigo (Japanglish, English words coined in Japan) create a special effect and often serve as euphemisms. Thus, we have selected three Japanese print adverts (displayed between 2000 and 2012) in order to explain the phenomenon by focusing on their sociolinguistic function and their impact on discourse construction. Advertising discourse has surpassed its primary economic function and has come to be a statement of the global world.