As a main genre, the genre to which anime belongs, according to Napier (2005), is he culture of 'popular' or, in Japan, the 'mass' culture. However, in America it fall under a 'sub' culture.
As stated by Napier (2005), anime has been seen more as an intellectually and more challenging form of art which is a form of popular culture that adds to high culture traditions as it not only includes influences from traditional Japanese arts such as Kabuki.

Napier then goes on to describe the design of the facial characteristics of the anime characters, saying that it's quite ironical how the facial features such as the large childlike eyes and lipless mouths that are so common in the Japanese anime characters, actually originate from the American cartoons of the 1930's.
In relation to the issue of appearance with the Japanese anime that I have raised, you can see with characters in Princesse Mononoke that, even though, their clothing remains intact with the Japanese tradition, their facial appearance relates to more of a European look. If you look at Princesse Mononoke's eyes, they're round and almost childlike - adapting the American cartoons technique. Even the character Jigo, very Japanese in clothing and style, but his face looks more Russian that it does Japanese because of these facial features that have been westernized.
References:
Napier, S. (2005). Anime and Local/Global Identity. In Anime: from Akira to Howl’s Moving Castle
(pp.15-34). Hampshire: Palgrave/Macmillan.