We use euphemisms to smooth over the rough edges of life, to make the offensive inoffensive, and to help make the unbearable bearable. Whether speaking or writing, we humans use language to influence the thinking of one another; but some individuals and groups try to influence—even manipulate and control—our thoughts. In order to avoid being unconsciously manipulated, we must understand how language functions. If we do, we can distinguish actual arguments, information, and reasons from the persuasive techniques that others may use to promote our acceptance of their viewpoints.
Euphemisms are the most common of the subtle persuasion techniques. According to Webster’s dictionary, euphemism is the substitution of an agreeable or inoffensive expression for one that may offend or suggest something unpleasant. Typical of many recently-coined euphemisms are the words and expressions that try to avoid giving offence to various minority groups or unfortunate individuals. For example, when dealing with death, we might say that someone has “departed this life, passed away, gone to his reward, or blown out the candle” (Chaffee, 2000). On the other hand, when we replace a positive or neutral expression with one that is negative or unpleasant, we’re using dysphemism.
Both euphemism and dysphemism are used more than ever these days, especially in advertising, the media, and by politicians to influence our thoughts and feelings. Euphemisms are used a great deal in political and social issues. If you oppose abortion, for example, then you are a pro-life. If you support the right to abort, on the other hand, you’re pro-choice. See how important these euphemisms are? How could someone be against life? Against choice?
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