これわわたしの洗顔クレンザー。私はこのクレンザーで二年生から始まった。それは豊かな泡、そして余分な味を持っているので。
In the heading, the "ハダラボ"is the interpretation of the name of the company/brand (Hadarabo). A possible explanation of the company/brand choosing Katakana is that it is emphasized, as well as more fashion. As a cosmetic brand, appearing to be fashion is crucial.
The Blue Katakana characters "ヒアルコン” before “洗顏” means Hyaluron enzyme, which is a cementing and protective substance. The Katakana here is a loanword.
Among the green characters on the right side, the "スーパー” is a loanword of "super"; and the "ヒアルコン酸" is Hyaluronic acid. It may be considered as one borrowed phrase, that the specific Hyaluronic acid contained in the product is modified in a certain way that makes it superior to the ordinary ones. As scientific name, the Hayaluronic acid written in Katakana is more credible and convincing. While the "super" in Katakana may be an emphasis to draw consumers' attention.
(See the link of this product: http://www.adambeauty.com/showitem.php?itemtype=detail&itemid=4987241121571&brandid=75&language=&agentid=7&productid=&brandSubid=&groupid=1&catid=75)
As shown in the picture above, this candy is called "Ramune flavor gummy candy". The Katakana is a short form of the English name. It picks and combines the two words "Ramune" and "Gummy", and make it ラムネグミ, which appears to be fashion and easier for consumers to remember, and stand out from other products on the shelf. In a word, the Katakana as loanword applied here generates the "emphasis" effect.
This is a white kastela roll as shown in the picture above. Both "ホワイト” and ”カステロール” are loanwords. As known to all, there is the Japanese word for "white" - しろい. Then why a translated foreign word is chosen instead of the Japanese word? This product pack especially emphasizes on the "white" feature, which may be for "emphasis" effect. Also, a Katakana word looks more fashion, and fits the feature of this type of food as a foreign snack.
In summary, the examples here show three types of the occasions when Katakana is applied, according to what we learnt.
1. To emphasize. The company name (Hadarabo) in my facial cleanser.
2. As technical terms. In the case of my facial cleanser, "ヒアルコン” ( Hyaluron enzyme) is a chemistry term. As scientific name, the Hayaluronic acid written in Katakana is more credible and convincing.
3. Describe foreign words (loanwords). In the case of my facial cleanser, the スーパー” is a loanword for "super". It gives an impression of sophistication and modernity, which is important for advertising this modern cosmetic product. The ラムネグミ in the candy has similar effects.
What differs from textbooks and handout:
In the case of my facial cleanser, the company name (Hadarabo) is not loanword, but when applied in this cosmetic product, it still gets the "fashion" effect. Why doesn't it use kanji? Maybe Kanji is too serious as a cosmetic product company name. Why it does not use Hiragana? Maybe it takes time to recognize it's a name if it's written in Hiragana. In the case of new names/products, Katakana may be easier to get people's attention or it may be easier to recognize what they are.
Also, in the textbooks and handout, the differentiation of "loanwords" and translated foreign words is not very clear. But in real life, the katakana "ホワイト” and ”カステロール” are separated forge in words, but we canon say "ホワイトカステロール" is a loanword.
