ラベル ads の投稿を表示しています。 すべての投稿を表示
ラベル ads の投稿を表示しています。 すべての投稿を表示

2019年2月22日金曜日

Bokeh becomes a verb, by Apple

Is it not soooooo exciting to see the birth of a new word?! It certainly was so when I saw a new ad by Apple. The ad is about the depth control of iPhone, and three mothers talk about how the picture of a child is blurred by using the word "bokeh".



Bokeh comes from a Japanese word ぼけ (blurr, hazy), and my ignorance pains me, but the word is fairly universal in the world of photography. The word was introduced and popularized in 1997 in a photography magazine. The Japanese word ぼけ has several meanings, but the photographic technical term bokeh means a kind of artistic haziness / blur, and photographic magazines takes it up as technical topics in their articles. Back then, the term bokeh was used as a noun, which seems to be the usual start of neology ('to achieve great bokeh', 'bokeh produced by ** lens', 'creative application of bokeh' ),.

Now, the noun bokeh has come to a new phase - it has become a verb! And I feel that it will be firmly and casually accepted in our vocabulary, owing to the power of Apple. The mothers in the ad talks as below:

mother 1 : Did you bokeh my child?
mother 2 : Um, no, that was totally unintentional...
               Look, I can un-bokeh, see...  Bokeh, un-bokeh.
mother 1 : Wow, what kind of person bokehs a child?
               I would never bokeh your child.


The word is so naturally conjugated as a regular transitive verb, used in interrogative sentence, affixable too.

This verb-ing of the word may already have been done among photograph enthusiasts, but the impact of the ad by the "Apple" certainly will get the word accepted universally.

Oh, and please do read the comments sent to the article  about this verb-ing of Bokeh by Apple. Many photograph lovers write about the word bokeh, how the term was used as a noun first, and it does not mean just a blur but the quality needs to be considered... etc.

2016年9月28日水曜日

"Enjoy the Girl!" Lost in Translation 04

Lost in Translation series 04

Here's a picture of an ad on the train in Japan. It advertises a beauty care salon.


"ENJOY the GIRL!"
A pretty young girl leaning on a mirror smiles at you.

When I saw this, my imagination went wild. I heard in my head this English phrase read by a hoarse male voice and imagined a dark London slum in the 19th century, a scene you would see in "Oliver Twist". A pander and a young innocent girl are standing at the doorsteps of a newly rich's house.
"Good evening governor. She is new to our house and I am sure you'd like her. Enjoy the girl..."
It's like a host of a party saying to the guests at the dinner table, "Enjoy your meal!"
The girl is going to be abused...

The advertising agency probably wanted to mean "Enjoy being a girl!" or "Enjoy your life, girls!", but unfortunately the English phrase, which was meant to add fashionable taste to the ad, turned the whole thing into a cruel sexism ad.

The girl's smile somewhat looks dismal with that English phrase on the top...

Lost in translation.


This ad was taken down in just a short term and was replaced with one saying "Enjoy, girls!"

2016年9月13日火曜日

"I am handmade" Lost in Translation 01

Lost in translation series 01

On many product packages and ads in Japan, you see English words and phrases. Why? Maybe many feel that the foreign language adds higher or more fashionable taste to the product. Fine, if it makes sense, but you often see really odd English that you don't know what to make of it.

Lost in translation...

This is a picture of a leaflet from a Bento lunch shop.


The garlic pork steak is telling me,
"I am handmade."

You're being barbecued on a sizzling hot pan, and very plainly telling me your status.
Well, thank you garlic pork steak for telling me that. I wish you the best of luck.