Katakana Analysis [Revision], Originally derived from abbreviated Chinese characters (see here), today we often see katakana primarily reserved for adapting foreign words (e.g. Hamburger is ハムバーガ and the On or Chinese reading of a kanji, サン vs. やま for 山); furthermore, it is largely used for onomatopoeia, representing sounds of a heartbeat (ドキドキ) for example and for scientific words (ホモ・サピエンス for homo sapiens). 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). Furthermore, in Japanese history, the katakana alphabet was once only used by males ( females wrote in the more organic looking hiragana) so it is not so uncommon to see ancient texts written in only kanji and katakana.
There are also katakana words that have no apparent connection to their pronunciation. For example, ピント (focus), アイメート (guide dog), シール (stickers) and デマ (rumor). Although we can see connections with the first two examples, the last two words aren't as apparent in meaning. How does demu mean rumor and how does shi-ru mean stickers? One possibility would be a mistranslation from the English into Japanese that eventually stuck.
In textbooks, the first function listed for katakana usage is for transcribing loanwords, indicating that foreign words have some sort of precedence. And rarely is katakana's function as an emphasis marker mentioned.
「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.
On a similar side note, earlier this week at work, I was helping a Japanese student who recently moved to NJ on his homework. While he was making a menu for his project, I noticed that after a moment of deliberation, he changed えび into エビ, possibly to increase appeal--to make it look more exotic and enticing. Though I am not completely sure, that would be my best guess.
「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--while functioning as an emphasis tool. In short, katakana here seems to possess a dual function.
In reference to J. Green's and A's opinions on katakana, I would agree that they both make an interesting point about katakana in authorial intention. I'm guessing katakana used in manga and literature can be thought of as a stylistic choice as well as a way to portray something specific about the characters/story. In other words, katakana acts not only as a signifier for emphasis but also as a way to convey emotions (whether it be the characters' emotions or the emotions/mood the author wants to have in a scene).
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