Using Japanese Letters for Brand Writing on the Packaging of Sweet Food Products "Morinaga" and "Koikeya"

Putri, Rieska Arlinda (2022) Using Japanese Letters for Brand Writing on the Packaging of Sweet Food Products "Morinaga" and "Koikeya". Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to explain the use of Japanese characters for brand writing on the packaging of snacks for Morinaga and Koikeya products based on the concept of brand marketing communication. This study uses a descriptive qualitative approach that describes the use of Japanese letters for brand writing on Japanese snack packaging. The results of this study indicate that the use of Japanese characters functions as follows; The first function of Kanji is to write conceptual words of Japanese and Kango native words. Second, the function of Hiragana letters is to write original Japanese words, articles and inflectional endings. Third, the function of Katakana is to write foreign language words, actually it can be written in Hiragana or Kanji, and also attracts the attention of readers. The violation of the use of Katakana letters is to replace Hiragana or Kanji letters to attract attention. Fourth, the function of the Romaji letters is to write foreign languages. Romaji is also used to write Japanese so that product brands can be read by foreigners who do not know Japanese characters.

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