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There is even a formal academic term for this practice: “hypocorism,” the phenomenon of attaching diminutive forms to names to signify that the person is near the bottom of the hierarchy and as a sign of affection, said Adam Alter, an associate professor of marketing at the New York University Stern School of Business, who has written about names.

President Jimmy Carter has institutionalized his hypocorism with determination and skill, thus becoming the first President in history to get away with official use of a nickname.

The sponsor: Coty, Inc. � In Washington, the Modern Language Association of America accused the U.S. of having an inordinate bent for hypocorism, i.e., baby talk.