アイ・ラブ・ベジ, or “Aye Rabu Begi”

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Suntory’s new drink offers human-plant romance as the backstory for a new vegetable drink. Father-in-law thinks Donna’s vegetable boyfriend is creepy looking.

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I am amazed at the tag line, アイ・ラブ・ベジ, or “Aye Rabu Begi.” This is supposed to be the Japanese way to say, “I love vegi.” No wonder Japanese, for all the years studying English and the media ubiquity of “foreign words,” have trouble communicating in English.

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One comment

  1. There’s a difference between “English” and “ad copy in Japanese that looks sort of like English.” The terms there were chosen by the company and/or ad agency for their impact on Japanese consumers; just because it’s in katakana doesn’t mean we get to claim it as mistaken use of some bit of our native language.

    I totally agree that the vege-dude is the creepiest thing in the advertising world today, though. I think this campaign will backfire because of the sheer repulsiveness of a young woman kissing that technicolor cheloid thing.

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