The world in a grain of sand
Saw Aeon's new subway advertising today. KATOU Ai looking cheerful alongside these words:
ふわふわのセーターも
キラキラのアクセサリーも欲しいけど、
一番欲しいのは、
ピカピカの英語力だったりする。
(fuwafuwa no seetaa mo
kirakira no akusesarii mo hoshii kedo,
ichiban hoshii no wa,
pikapika no eigoryoku dattari suru)
I want a soft, fluffy sweater.
I want shiny, glittering jewelry.
But what I really want is sparkling English skills.
There's a lot you can say about that.
First, the content. The first poster in this series was SAKAGUCHI Kenji, and he was saying "Does getting lifelong English skills this year seem like wishful thinking? Think again. It's possible. It's absolutely possible." I will leave the difference between these sentiments and the female version's materialist rhapsody as an exercise for the gender studies student.
Second, the Japanese version. Notice that there are three gitaigo, mimetic words, in there: fuwafuwa ("soft, fluffy"), kirakira ("shiny, glittering") and pikapika ("sparkling"). Also notice that only fuwafuwa is written in hiragana. Do I think that this is because it describes something big and snuggly-wuggly rather than something tiny and piercing? Yes, I do!
Third, the English version. Do you agree that it is rather awkward? I do not think it was wise to advertise an English school using a bilingual text the original of which is about 25% mimesis. I also note that dattari suru, a sort of playful copula acknowledging the unusual nature of the sentence's assertion, has been entirely lost in translation. (It has become "is", basically, which is exactly what da, the regular copula, would have become.)
You can watch the (only barely related) campaign commercials at Aeon's site, too. If nothing else it's the first commercial for an English conversation school I can recall seeing in which a woman uses English to rebuff someone's advances.
Justin:
I always thought きらきら meant shiny or sparkly. Sadly I was mistaken. Leave it to the Japanese language to have two similar words for almost identical meaning. Ugh.
ぴかぴか it is.