Analysis Of The New Science Of Cute By Neil Steinberg

Neil Steinberg, in “The New Science of Cute”, approaches cuteness culture from different perspectives, such as the scientific study of cute and how cute is utilized in marketing. Steinberg demonstrates the cute elements that would attract people and the relationship between cuteness and other objects. By comparing cuteness culture among countries, Steinberg explores the usage of cuteness in marketing, which is especially focusing on girls and women.
Steinberg cites the result of what scientists found in their recent research, that by identifying general aesthetic standards, people are able to define the object as “cute”. For example, Soma, a five-year-old baby without any body moving, however, attracts his father’s attention with his big cheeks