Jason Dydynski*, Tartu University, Department of Semiotics, Estonia
Cute or cuteness has several definitions that emphasize different nuances. Cuteness may be defined as “a characteristic of a product, person, thing, or context that makes it appealing, charming, funny, desirable, often endearing, memorable, and/or (usually) non- threatening” (Marcus et al. 2017: 8).
Anthropomorphism denotes attributing human characteristics to non-humans, with an emphasis on attributing animals with human mental and behavioral characteristics
In research looking at the perception of cuteness in animal characters and mascots (Dydynski 2017), it was shown that inherent biases towards given species could lead to more positive aesthetic judgements (e.g. towards mammals) or negative aesthetic judgments (e.g. towards fish) as regards animal characters and mascots.
In marketing, emphasizing human physical (as opposed to mental) characteristics in different products is a customary method that is used to increase sales and the likeability of goods (Wang and Mukhopadhyay 2016). These physical characteristics, for example in animal mascots, are exactly the same as those that abide by the features of Kindchenschema and make the mascots and other animal characters more neotenous. For example, Mickey Mouse’s head and eyes have grown larger and he has gotten sclerae resembling human eyes (Gould 1979). This physical aspect of anthropomorphism is also a link to cuteness, since, as discussed previously, physical characteristics are directly tied to the perception of cuteness.
Nowadays, cuteness as a dominant aesthetic in Western media is exemplified in Disney and Pixar’s commercial success with cute anthropomorphic animals and characters such as Nemo (Finding Nemo) and Stitch (Lilo and Stitch) (Allison 2003). As an anecdotal confirmation, Mr. Disney himself is said to have put notes on his animators’ desks which reminded them to “keep it cute!” (Genosko 2005: 1).also been shown to be an effective technique in encouraging food consumption for children who are picky eaters (Elliott 2011).
The usage of cartoon animal mascots (and media characters) on foods may increase a child’s appetite and preference for the food (Kraak and Story 2014). Animal representations and characters are not limited to food packaging, but foods themselves are often shaped as animal characters (e.g. animal crackers, fruit snacks, cookies). The design of food into animal shapes and forms has
