Katakana Analysis Draft, Today, katakana is primarily reserved for adapting foreign words (e.g. Hamburger is ハムバーガ); however, it is also used for onomatopoeia, representing sounds of a heartbeat (ドキドキ). Aside from transcribing foreign words, katakana can also be used to emphasize certain words much like the Western use of italics. In addition, it is interesting to note that in Japanese history, katakana was once used to write okurigana and particles (hence the presence of katakana ヲ, which is now rarely used in modern Japanese).
In textbooks, the first function listed for katakana usage is for transcribing loanwords, indicating that foreign words have some sort of precedence.
「チェキ」, Business/Brand Name, Fujifilm Instax film box
It is common to see businesses use katakana for brand names and their company name. I think the mere form of katakana, with its close ties to Westernness, influences potential customers and clients. Since Western culture is put on a pedestal, the use of katakana for brand names and company names can be thought of as a marketing tool, forcing the consumer to make a connection between Western qualities and the product.
「カワイイ」, Emphasis, Manga
"Kawaii" is typically written in hiragana (かわいい). However, in this context, I think that the manga-ka wanted to emphasize the word "kawaii." By using katakana, which has a more modern and defined look to it, it is possible that「カワイイ」somehow contributed to a more foreign and modern atmosphere in the manga panel--in some sense, serving as a juxtaposition.
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