Hi Everyone!
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Euphemisms: seek to mute the disagreeable aspects of something or to
emphasize its agreeable aspects
Advertisers, even the media, will use euphemisms to make unfortunate situations sound much more positive.
Some examples we hear almost daily include the following:
Downsizing/Rightsizing = Laid Off/Fired
Gone to a better place = Died
Wetlands = Swamp
Landfill = Dump
Sanitary Landfill = It’s still a dump
Big-boned = overweight
The Candidate Misspoke = The candidate has been caught in a lie
Pre-owned vehicle = Used Car
Quality pre-owned vehicle = Expensive used car
Certified pre-owned vehicle = Very expensive used car
What are other euphemisms you have heard in advertising or the media? Explain why the euphemism was used and its effect.
How should we know what euphemisms you've heard?
You don't seem to be learning anything in this class if you post this question here.
Other euphemisms that are commonly heard in advertising or the media include:
- "Enhanced interrogation techniques" instead of "torture": This euphemism is used to downplay the severity and ethical implications of interrogation methods that involve physical or psychological harm. By framing it as enhanced techniques, it tries to make it sound more justified or necessary.
- "Collateral damage" instead of "civilian casualties": This euphemism is used to soften the harsh reality of innocent individuals being injured or killed during military operations. By using the term collateral damage, it attempts to make it seem like an unfortunate but inevitable consequence rather than acknowledging the direct harm caused to civilians.
- "Gentlemen's club" instead of "strip club": This euphemism is used to make strip clubs sound more sophisticated and socially acceptable. By using the term gentlemen's club, it tries to create an illusion of exclusivity and refinement, masking the nature of the establishment.
- "Passed away" instead of "died": This euphemism is used to soften the emotional impact of death. By using a less direct and more gentle phrase like passed away, it aims to provide some comfort and avoid the bluntness associated with the word died.
The use of euphemisms in advertising or the media is primarily aimed at influencing perception and manipulation of language to mask negative or unpleasant aspects. Euphemisms are often employed to create a more positive or less offensive image, appealing to the emotional aspect of the audience and making the subject matter more palatable. They can also serve to minimize the impact of certain words or actions, framing them in a way that reduces their severity or sensitive nature.