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Constant panty shots, bouncing breasts and dubious camera angles are hallmarks of an Ecchi title. These titles are usually sexualized and designed to titillate, depicting perverted themes and focusing heavily on the female body. Nosebleeds, suspicious hand positions, faceplanting into bosoms, expressive and exaggerated body parts and other tropes characterize this genre. Ecchi is all about fanservice, while Borderline H and Smut titles focus more on sexual content.

Josei (女性), translated as "woman", is a demographic aimed at women from late teens through adulthood. These titles tend to be more mature, often focusing on realistic situations such as work life or romance. Josei is the counterpart of Seinen, a demographic aimed at older teens and men.

These anime feature young, generally school-aged girls as defenders of love, life, and justice. They typically stumble upon the source of a magical power, or are granted one by allies that are aware of evil forces on the rise. Often by using a special item or with the help of a magical familiar, these characters are able to transform into an alter-ego ready to cause mischief or fight their foes. Magical Girl is a sub-genre of Henshin Heroes.