What's in a Japanese kawaii 'cute' name? A linguistic perspective.

While the concept termed as kawaii is often translated into English as 'cute' or 'pretty', it has multiple connotations. It is one of the most significant topics of investigation in behavioural science and Kansei/affective engineering. This study aims to explore linguistic (phonetic and phonological) features/units associated with kawaii. Specifically, it examines, through experimental methods, what kinds of phonetic and phonological features are associated with kawaii, in terms of the following three consonantal features: place of articulation, voicing/frequency, and manner of articulation. The results showed that the features associated with kawaii are: [labial], [high frequency], and [sonorant]. The factors associated with kawaii may include the pouting gesture, babyishness, smallness, femininity, and roundness. The study findings have practical implications due to their applicability regarding the naming of anime characters and products characterised by kawaii.

English Speakers Can Infer Pokémon Types Based on Sound Symbolism.

Sound symbolism, systematic associations between sounds and meanings, is receiving increasing attention in linguistics, psychology and related disciplines. One general question that is currently explored in this research is what sorts of semantic properties can be symbolically represented. Against this background, within the general research paradigm which explores the nature of sound symbolism using Pokémon names, several recent studies have shown that Japanese speakers associate certain classes of sounds with notions that are as complex as Pokémon types. Specifically, Japanese speakers associate (1) sibilants with the flying type, (2) voiced obstruents with the dark type, and (3) labial consonants with the fairy type. These sound symbolic effects arguably have their roots in the phonetic properties of the sounds at issue, and hence are not expected to be specific to Japanese. The current study thus addressed the question whether these sound symbolic associations hold with native speakers of English. Two experiments show that these sound symbolic patterns were very robustly observed when the stimuli were presented in pairs; when the stimuli were presented in isolation, the effects were also tangible, although not as robust. We conclude that English speakers can associate certain types of sounds with particular Pokémon types, with an important caveat that we observed a clear task effect. Overall the current results lend some credibility to the hypothesis that those attributes that play a role in Pokémons' survival are actively signaled by sound symbolism.

Sound Symbolic Patterns in Pokémon Names.

This paper presents a case study of sound symbolism, cases in which certain sounds tend to be associated with particular meanings. We used the corpus of all Japanese Pokémon names available as of October 2016. We tested the effects of voiced obstruents, mora counts, and vowel quality on Pokémon characters' size, weight, strength parameters, and evolution levels. We found that the number of voiced obstruents in Pokémon names correlates positively with size, weight, evolution levels, and general strength parameters, except for speed. We argue that this result is compatible with the frequency code hypothesis of Ohala. The number of moras in Pokémon names correlates positively with size, weight, evolution levels, and all strength parameters. Vowel height is also shown to have an influence on size and weight - Pokémon characters with initial high vowels tend to be smaller and lighter, although the effect size is not very large. Not only does this paper offer a new case study of sound symbolism, it provides evidence that sound symbolism is at work when naming proper nouns.