Japanese Jive: Wacky and Wonderful Products from Japan
by Caroline McKeldin
Category: Advertising

English is widely used in Japanese product names and packaging, often with amusing or alarming results. Is this simply more copying from the West? This book will be of interest to Japan watchers and pop psychologists alike. For example: Need up gel is (a) a temporary cure for impotence, (b) hair gel for anti-gravity styles, (c) an anti-depressant. Virgin pink special is (a) a virginity restorative, (b) a lotion that gives you baby-pink skin, (c) a non-alcoholic drink. Sweatie is (a) a small can of sweat, (b) an unfortunate name for dress shields, (c) a sauna suit for weight loss.