The word "euphemism" denotes a neutral expression that replaces an incorrect expression to make the text more euphonic or veiled. Politicians, sociologists and advertisers are resorting to such a replacement, using a stylistic device in the intimate sphere. How to learn this art and properly look for such synonyms?
What is a "euphemism"?
Euphemism is a neutral word or description that is used to replace indecent or inappropriate. The term came to us from the speakers of Ancient Greece, and in translation means "good speech". This stylistic device is used:
- in the field of politics, to mislead or manipulate facts;
- in printed materials to replace curses or indecent words from the intimate sphere.
The need for such allegories arose from the time of language taboos, when it was forbidden to name the names of the gods or dangerous diseases, and some other phenomena of nature. Later, in the time of Christianity, the word "unclean" replaced the remembrance of the devil. The role of euphemisms grew very much in the circle of noblemen, when the rules of etiquette required exquisite allegories. In modern times, such literary synonyms successfully replace indecent words and mate.
Functions of euphemisms
The use of euphemisms is explained by the desire to avoid conflicts, misunderstandings, observance of conversational etiquette , attempts to create a comfortable situation for the interlocutor. The main functions of this stylistic device:
- Describe the action or object in a soft, not offensive form: "hard of hearing" instead of "deaf".
- To camouflage the true essence, the meaning of the word: "institution" instead of "prison", "special contingent" - "convicted".
- To conceal from the general public the true meaning of the text: "highly paid work for girls without complexes" - "prostitution".
Spheres of use of euphemisms
Euphemisms developed historically and continue to be supplemented, they can be divided into 2 groups:
- Constant . There are for many years.
- Unstable . Applied in a particular case when replacing words.
Words-euphemisms are used in all spheres to change the emotional and semantic load of speech or text. In the personal sphere they replace the descriptions:
- physiological processes: "female ailment" - menstruation;
- parts of the trunk, connected with the lower part, of the genital organs;
- relations between a man and a woman .
In the social sphere, the euphemism is very popular, it is used to hide the truth:
- diplomatic negotiations;
- repression by the authorities or punitive bodies;
- military development and secrets;
- work of law enforcement bodies;
- relations in national communities;
Eufemisms in the media
The functions of euphemisms in the media remain the same, they are used for a more harmonious formulation:
- Work of government officials: "competent authorities" - "federal services";
- Descriptions of military conflicts: "cleansing of territory" - "destruction";
- The presentation of economic schemes: "financial pyramid" - "money scam";
- Notation of national or social groups: "a person without a fixed place of residence" - "homeless", "African-American" - "Negro".
- Names of foreign policy measures: "unipolar world" "dictate of America."
Euphemisms in Internet Communication
Euphemisms in modern Russian speech are formed taking into account new technologies and terms, the process of such replacement is one of the basic in human speech activity. The need for new designations can arise for three reasons:
- cultural;
- ethical;
- psychological.
Since in all chat rooms and forums obscene speech is prohibited, abusive expressions are replaced by literary analogues or "decent" designation. The same applies to the description of sex shop goods or the quality of intimate services. Collectors invent their allegories, understandable only for them, more often it refers to illegal or semi-legal online auctions, where items or art products are sold.
Euphemisms in advertising
Very skillfully used euphemism in advertising, PR people try to avoid expressions that offend or alienate a potential buyer. This is especially true of the PR of medicines and cosmetics, where it is necessary to state all the effective sides in a veiled form: "a remedy for diarrhea" - "help with diarrhea." Traditional characteristics of this allegory in advertising texts:
- Mitigating words that may seem indecent, damage the profits or image of the organization: "the best products for sex" - "to help for making love."
- Elimination of competitors in business: "our highly effective product, unlike the other."
- Avoiding the topic of age, especially in describing goods for women: "cream for ladies of old age" - "an excellent means of rejuvenation."
Politically correct euphemisms
Political correctness requires avoiding words that hurt the feelings and dignity of people, so the art of euphemism in politicians is honed to a high level. To politically correct euphemisms are the words:
- mitigating discrimination by age: "old man" - "a man of advanced age";
- excluding bias towards people with disabilities or mentally retarded : "cripple, disabled" - "a person with special needs";
- hiding contemptuous attitude to people not prestigious professions: "machine milking operator" - "milkmaid";
- distracting from unpleasant events in the economy: "unpopular measures" - "tax increases."
Sexual euphemism
What does euphemism mean for concepts related to sex? These are words that replace indecent phrases for conversation in public places: "penis", "vagina", "orgasm". Such substitutions are very popular in social networks, when comments are laid out in wide access, and among visitors there may be minors. The concept of euphemism allows the use of allegory - tracing from other languages, recently bloggers began to use "substitutes", popular with Europeans. The most common of them are:
- In the Spaniards the expression "leave pregnant" replaces "throw a parcel". "Powerful penis" they call "Dracula's club."
- The French say "I want to sleep" is described as "the muss is yawning," but about a mistress with a saggy chest say that she "started giving change".
- Japanese woman with an ugly face, but an excellent figure called "baku-hsiang" - "beautiful back."