I think we do not need being so pessimistic about a flux of katakana words and loanwords between everyday conversation and advertisements. It is a kind of a Japanese culture the present generation made and we communicate with others more or less using them. Especially in the case of advertising, we sometimes can feel more clearly what an advertisement wants to say from the atmosphere of katakana or loanwords using in the advertisement. Japanese, kanji, hiragana and katakana, is a language that we can create innumerable expressions if we use them mixed. However there are Japanese that it is difficult to express in foreign languages and there are foreign languages that Japanese can not express. So, I think it is not bad thing to make up for it using each languages because we can do more extensive expressions.
However it, insistently, is only the case of conversation and advertisement. I do not think so in the case of news and politics. I often think, “why does this politician use a lot of gairaigo?” when I watch TV news. I can not understand what he wants to say because of a flood of loanwords. Too much use of katakana and loanwords causes a confusion and I can not understand what he says rather than he thinks (some maybe think so, too). Also, I sometimes wonder politicians really understand the meaning of loanwords they are using. I think they have to forbear using a lot of katakana words and loanwords in public.
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