"naturally" through language contact, etc.), the meaning often deviates from the original. When these loanwords become so deeply embedded in the Japanese lexicon, it leads to experimentation and re-fashioning of the words' meaning, thus resulting in wasei-eigo. In the media Many scholars agree that the main proponent behind these wasei-eigo terms is the media, in order to create interest and novelty in their advertising and products. The use of English words is also an attempt by advertisers to portray a modern, cosmopolitan image – one that is often associated with Western culture. Social connotations and main users Though there is disagreement about the assumption that the majority of wasei-eigo are created by advertisers, the audience that predominantly uses wasei-eigo is youth and women. Many Japanese consider English loanword usage to be more casual and as being used mainly among peers of the same status. In addition, many wasei-eigo words are used to camouflage risqué terms and ideas, such as the famous rabuho (love hotel), or the many massaaji (massage) and saabisu (service) associated with taboo topics. Finally, wasei-eigo may be used to express a poetic and emphatic need of the speaker, resulting in a new term. English loanwords are usually written in katakana, making it apparent that they are words non-native to Japan. This constant reminder that these are loanwords, and not natively Japanese, links the meanings of the words with the idea of "foreignness". Because of this, wasei-eigo (and some English loanwords) is often used as a method for speaking about taboo and controversial topics in a safe and neutral way. Further, being non-native Japanese words and marked as foreign in their writing, they can be associated with concepts and subjects that are non-normal, or uncommon in Japan. Wasei-eigo has resulted in some inadvertently unfortunate results, such as the adoption in 2013 by Fukushima Industries of Fukuppy as the name of their corporate mascot. See also Engrish List of gairaigo and wasei-eigo terms List of Japanese Latin alphabetic abbreviations Konglish – the same phenomenon in Korean language Bonin English, sometimes considered an Anglo-Japanese mixed language References Further reading at Google Books External links Wasei-eigo examples Wiktionary entry for handorukīpā Japanese vocabulary de:Gairaigo#Wasei-Eigo