Calling "Target" by the moniker "Tarjay" aims to make the shopping experience seem more upscale than it really is.
If you are always shopping at the big-box store, you may be stigmatized by your friends who shop at Whole Foods or at a mom and pop store.
To prevent this, all you need to do is make the name of the big-box store sound more sophisticated and upscale.
It adds a seemingly French sound to the name, and that sounds impressive, or even extraordinary
Bruno: No, I bought it from tarjay...oh-la-la
Ann: Oh, you mean Target?
Bruno: Yeah, but calling it Tarjay sounds fancier, and conceals the fact that i am cheap.