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"In moe, we're seeing the characters becoming younger and younger, but the attraction is not sexual, it's sort of like the feeling you get when you see a puppy – that 'oh my god it's so cute' appeal – but for guys.
Maybe this explains the large audience for Zooey Deschanel's brand of cute appeal.
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And not just because they're cute or appeal to millennials.
In a recent book, "No Logo—Taking Aim at the Brand Bullies", Naomi Klein argues that advertisers are extending their tentacles as never before, commercialising public spaces, branding celebrities and finding cute ways to appeal to hard-to-reach groups such as gays and ethnic minorities.
"The goal of Lolita is not to create a sexy image but rather to maintain a cute or elegant appeal," said one of the members of the Monterrey Lolita Paradise Club to The Daily Mail.
Look for cute designs that appeal to your personal taste.
Late last month, one of the developers of the latest Kirby video game mentioned that Nintendo figured out early in the life of that franchise that American audiences preferred an angry-looking version of Kirby over the "cute" one that appealed to Japanese gamers.
Don't kill these cute puppies," it appealed.
He said that he suggested making them in cute shapes that would appeal to children and that the Learning Express stores in Birmingham picked up on the craze when the product started to fly off the shelves.
The founder and chief executive of the publisher Yodo1 Henry Fong says it was obvious the game, which features a flock of cute cartoon sheep, would appeal to the country's legions of female players.
THUG is more than a cute book with commercial appeal and a sweet love story.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com