In other cases, the phrasing is overtly long and filled with flowery language that can easily be misinterpreted by English speakers because of the gaping cultural divide between Japan and the West. This can be seen in other examples we found.
This product is one rife with one long winded sentence that takes away from its impact.
Here, this product repeatedly mentions the improvement of your “laundering experience” by using their detergent. Indeed many of the labels focus on providing an enhanced experience by using their product, as opposed to getting enhanced results from using it. It describes experiences, such as doing laundry, which in Western societies would be very mundane and may not possibly be conceived as being a pleasant experience at all. Clearly, there is a focus on making everyday chores more enjoyable, as opposed to the Western concept of getting them done as fast as possible. This is reflected in such Western mentality by results-based thinking, with most of our products being advertized as being able to achieve better results, faster. In Japan, the focus is on the process, and not merely the results.
In conclusion, we found that most of the Engrish products were in the cosmetics and hygiene sections. These sections of the store had a larger amount of domestic Japanese products and few Western ones. The Engrish was generally made up of either short, choppy fragments or run-on sentences that offered unnecessarily long descriptions that were abundant with errors.
After talking with many Japanese friends, we found that although we may find Engrish humorous, Western society is just as guilty of butchering foreign languages. For instance, one of our friends, Yuta, recalled a time when he saw a foreigner with the word 冷蔵庫 (refrigerator) tattooed onto his arm. Just as the Japanese may find contracted English as cool, Westerners find meaningless kanji just as appealing, and are just as prone to using them in awkward ways.
By Alex and Dan