3 The "Euphemism Treadmill"
4 Classification of euphemisms
5 The evolution of euphemisms
6 Euphemisms for the profane
6.1 Religious euphemisms
6.2 Excretory euphemisms
6.3 Sexual euphemisms
6.4 Euphemisms referring to profanity itself
7 Euphemisms for death
8 Euphemisms in job titles
10 Common examples
11 See also
When a phrase is used as a euphemism, it often becomes a metaphor whose literal meaning is dropped. Euphemisms may be used to hide unpleasant or disturbing ideas, even when the literal term for them is not necessarily offensive. This type of euphemism is used in public relations and politics, where it is sometimes called doublespeak. Sometimes, using euphemisms is equated to politeness. There are also superstitious euphemisms, based (consciously or subconsciously) on the idea that words have the power to bring bad fortune (for example, not speaking the word "cancer"; see Etymology and Common examples below) and religious euphemisms, based on the idea that some words are sacred, or that some words are spiritually imperiling (taboo; see Etymology and Religious euphemisms below).
The word euphemism comes from the Greek word euphemo, meaning "auspicious/good/fortunate speech/kind" which in turn is derived from the Greek root-words eu (ευ), "good/well" + pheme (φήμη) "speech/speaking". The eupheme was originally a word or phrase used in place of a religious word or phrase that should not be spoken aloud; etymologically, the eupheme is the opposite of the blaspheme (evil-speaking). The primary example of taboo words requiring the use of a euphemism are the unspeakable names for a deity, such as Persephone, Hecate, or Nemesis.
Historical linguistics has revealed traces of taboo deformations in many languages. Several are known to have occurred in Indo-European languages, including the original Proto-Indo-European words for bear (*rtkos), wolf (*wlkwos), and deer (originally, hart; the deformation likely occurred to avoid confusion with heart). In different Indo-European languages, each of these words has a difficult etymology because of taboo deformations—a euphemism was substituted for the original, which no longer occurs in the language. An example is the Slavic root for bear—*medu-ed-, which means "honey eater". One example in English is "donkey" replacing the old Indo-European-derived word "ass". The word "dandelion" (lit., tooth of lion, referring to the shape of the leaves) is another example, being a substitute for pissenlit, meaning "the color of urine".
In some languages of the Pacific, using the name of a deceased chief is taboo. Amongst indigenous Australians, it is forbidden to use the name, image, or audio-visual recording of the deceased, so that the Australian Broadcasting Corporation now publishes a warning to indigenous Australians when using names, images or audio-visual recordings of people who have died.
Since people are often named after everyday things, this leads to the swift development of euphemisms. These languages have a very high rate of vocabulary change. (Dyen, Isidore, A. T. James & J. W. L. Cole. 1967. Language divergence and estimated word retention rate. Language 43/1: 150-171.)
In a similar manner, classical Chinese texts were expected to avoid using characters contained within the name of the...