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Ecchi (or Etchi, from the Japanese エッチ etchi) is derived from from a Japanese word meaning "lewd" or "naughty" when used as an adjective, and can refer to a pervert when used as a noun or sexual intercourse when used as a verb.

The origin of the Japanese word is the English letter "H"^[1]. The most common theory states that it derives from the first character of the word hentai (変態), and indeed the two words have similar meanings (although the word hentai cannot be used to refer to sexual intercourse, nor can it be used as a verb). Another theory suggests that the "H" is from the first letter of the word harenchi (破廉恥), a word meaning "shameless" or "lewd".^{[citation needed]} The word originated as a euphemism used by Meiji era female high school and college students in the late 19th century.^{[citation needed]} It became popularized in 1952 with its usage in a serialized novel by Seiichi Funabashi. In the 1990s, it gained its usage as a noun to refer to the sexual act itself. The comedian Sanma Akashiya is often credited with this development and further widespread usage.

Ecchi as an adjective can be translated as lewd or sexy, while as a verb it can be translated as sexual intercourse, e.g. to do ecchi (ecchi suru) would mean to have sex. The word sekkusu is also used in Japan for sex, and Japanese native words for sex (such as 性交 seikō) are often replaced by words of foreign origin such as sekkusu or neologisms such as ecchi. The nuance of ecchi varies with context, but in general the word itself is comparable in nuance to the English words "naughty" or "dirty" (when used as an adjective). The prefix "H-" is sometimes used to refer to pornographic genres: H-anime, H-manga, etc.

In English, the word is often used in the context of manga and anime. The term ecchi is applied to anime or manga that has vague sexual content (such as skimpy clothing, partial or full nudity), but does not show sexual intercourse. However, ecchi has historically often been used as a synonym of hentai, presumably due to confusion of the two; thus it can carry different connotations than allowed for by the original Japanese. In recent years, however, its use by English-speakers has largely realigned with the Japanese meaning — although H has become a completely separate term, inclusive of all of the above.

The ecchi art style is loosely comparable to pin-up girl artwork, as well provocative fantasy and comic book art in the United States and other countries. Typical features include:

• Clothing that outlines the shape of the breasts, nipples, and labia, suggesting tightness of clothing and arousal.
• Uniforms, costumes, or outfits that may be provocative, but are worn as everyday clothing by the character.
• Characters who are unaware of their sexuality, appear innocent or cheerful, or sly and mischievous.
• Clothing that is falling off or being pulled off, notably swimsuits.
• Upskirt panty shots and cleavage.
• Suggestive or phallic imagery, such as Japanese mayonnaise bottles.
• Exaggerated sexual attributes (such as large breasts), often on normal or petite figures to give a sense of contrast. Especially used in dōjinshi and fanart, where a character may appear more sexualized than normal.
• Cute or innocent character with obvious sexual appearance or clothing.
• The occasional bare breast(s) (with and without nipples), but no nudity below the navel or vaginal slit is included on female model.

1. ^ Cunningham, Phillip J.: "Zakennayo!", page 30. Penguin Group, 1995.