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Host / Kyabakura (Maho Fujimoto)
TEXTUAL & LANGUAGE usage
INTRODUCTION
Depending on how language is used and delivered to the audience, the interpretation or impression can vary. The domain of composition of host clubs and kyabakura signboards revealed that there is more text usage for host clubs while kyabakura only has limited information on the signboards. This page will focus on and conduct a semiotic and linguistic analysis of the language/text used on the signboards. Through the analysis, the page will discover the approaches made to viewers and who the targeted audience is. Furthermore, language utilization can disclose the intimacy in a relationship such as Uchi (内)or Soto (外) relationship.
Uchi refers to close people such as your family, coworkers in your company, and groups you belong to, while soto means unfamiliar people like strangers and people in other communities (Miyake, 1994, page 30).
After examining different utilization of language, the page concludes by discussing whether or not these signboards establish the Uchi (内)or Soto (外) relationship with the customers.
Honorific / Keigo
Most signboards use language that shows respect to the viewers or customers. One way to show respect is the utilization of the Japanese honorific form, Keigo. However, Keigo was rarely seen on host cubs and kayabakura signboards. Through the fieldwork research, only two signboards that utilized Keigo were observed. One of the signboards wrote “けんしんのココ、空いてますよ！” (Kenshin’s here is open!). The sentence uses “ます” (masu) which indicates Keigo and a formal approach to the audience. However, the final latter “よ”(yo) softens the formality to a more casual and cute expression. Thus, although it shows the honorific form that illustrates respect, it also gives an accessible and friendly mood achieved by the “よ” in the end.
Masculine wording
Depending on the grammar and word choices, the Japanese language can sound distinctively feminine or masculine. On host clubs’ signboards, there was strong masculine Japanese language used. For example, “俺かっけえ” (I’m good-looking/cool) expresses masculinity in two ways. Depending on the grammar and word choices, the Japanese language can sound distinctively feminine or masculine. On host clubs’ signboards, there was strong masculine Japanese language used. For example, “俺かっけえ” (I’m good-looking/cool) expresses masculinity in two ways. Next, the wording “かっけえ” (kakke) is absolutely casual and informal. The origin comes from かっこいい (kakkoii) meaning good-looking. However, the form is modified into shorter-phrase and ending with けえ present a slang word. It is unusual for signboards to have slang words or informal wording since it can be considered inappropriate and rude in businesses that are supposed to prioritize customers first.
Imperative / 命令系
Some host signboards display imperative forms of Japanese, leaving the viewers no option of choices. One signboard shows “ファーストに溺れろ” which direct translation would be “drown in the First” but is a Japanese expression meaning to be obsessed. “溺れろ”(to drown) is a strong word and the imperative form makes the phrase more masculine. Again, this does not show respect for customers but expresses their identity of conceited arrogant personality.
Use of Alphabets
For both host clubs and kyabakura signboards, the implementation of English is observed. Especially most names of the workers and store names are presented in English (Image 1). This allows the wider audience, not only people who can read Japanese, to acknowledge the content. Also, it adds clarification through writing in English. When the names of stores or hosts and kyaba-jyo are written in Kanji, viewers are sometimes unsure if they have read the name correctly. Displaying in English or both Japanese and English, which is seen on many signboards, becomes an aiding tool for the viewer. For example, image 2 below has his name in both Kanji and the alphabet which clarifies how to read his name. Thus, using English or the alphabet to present the names of store and workers are smart for the audience to acknowledge their content correctly. Moreover, other industries such as love hotels and Muryo-Annai Jyo also incorporate English in their signboards to target a wider range of people like foreigners. This demonstrates the similarity in users and indicates the type of people who comes to Kabukicho.
Image 1: The store name and hosts’ names are written all in English.
Image 2: The host’s name is written both in Japanese and English.
Use of Calligraphy Font
The calligraphy font is frequently used on host clubs’ signboards. These types of fonts are now common in Japanese advertisements despite their relation to the product (Bartal, 2013, page 61). The calligraphy font adds to the traditional Japanese culture of the signboard, however; in the hosts’ signboard context, it can be decoded more as a representation of masculinity. The black-colored calligraphy font with strong brushstrokes of stops and upwards strokes expresses power and also aggressiveness. Thus, the use of calligraphy font is one tool that illustrates the identity of the host.
Numbers
As mentioned in the domain of Composition, numbers of their ranking and earnings are emphasized on signboards.
Ranking
The ranking of the hosts and kyaba-jyo is apparent on signboards. However, there is only one ranking signboard for kyaba-jyo, and 12 signboards for hosts. Although there are more signboards of hosts overall, this can indicate that hosts emphasize their status and popularity by putting their ranking on the signboards. It is unusual to see a ranking other than #1 on signboards or advertisements because ranks other than 1 may leave a negative impression. However, in some cases, host signboards show up to number 10. Hosts that present themselves in a lower rank than 1 can be interpreted as a message to viewers to help raise the ranking.
The signboard displays rankings from 10 to 1.
Earnings
For host clubs’ signboards, the earnings of the host are exposed in large text on signboards. Texts such as “全員億越え”(All earns over 100 million) or “年間売上5億2000万over” (Annual earning of over 520 million) disclose their wealth and socioeconomic status. The amount of income also shows the popularity and becomes an appeal to viewers. However, more than the customers, this may leave an impression on the male viewers to invite them to become a host. Revealing their high income can be a message that “if you become a host, you can earn this much money”. Thus, not only does it appeal to popularity and social status to the customers, but also targets male viewers as a persuasive technique to invite them to be interested in becoming hosts.
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The signboard of “年間売上５億2000万over”(Annual earning of over 520 million)
The signboard of “全員億越え”(All earns over 100 million)
Summary
The analysis of the use of language discovered that signboards present the status and identity of the hosts and kyaba-jyo to a wide range of audiences. Although the purpose of the host clubs’ signboards seems to target and invite female customers to the store, another purpose was revealed through linguistic utilization that they also target male viewers to persuade them to become a host. Also, the technique of using English on the signboards adds different nationalities to the audience. Furthermore, the casual and informal approach to the customers was unique in contrast to other signboards. The use of imperative words and slang words can be considered rude to customers, however, the host clubs utilize these language use as part of their characteristics and identity.
The analysis of language and text used in signboards also showed both uchi and soto relationship between the workers and viewers. There are signboards that use keigo that show soto relationship. However, considering the context, this language use does not indicate the relationship of stranger or unfamiliarity, but more of showing respect and positions younger or cute kohai characteristics. Other phrases and sentences do not use keigo, which illustrates the relationship as uchi. The use of language as uchi will make the viewers feel more comfortable and accessible. Other pages on signboards such as love hotels and Muryo-Annai Jyo also shows the finding of both uchi-soto relationships on their signboards.