黎清亞

【Abstract】As a universal linguistic phenomenon in human society， euphemism is widely used in all social classes and fields. It is an important means to coordinate interpersonal relationship. This research discusses some fundamental knowledge of euphemism. It aims to analyze the humorous function of English euphemism in social interaction， advertisement and expressing professions. Through the analysis of the humorous function of English euphemism， it helps people to reduce mistake， improve the effect of communication and enhance mutual understanding.

【Key words】English euphemism； humorous function； social interaction； advertisement； profession

1. Introduction

As a common linguistic and cultural phenomenon， euphemism is an important means to coordinate interpersonal relationship. It is widely used in all kinds of areas， so it has aroused wide interests from different fields both at home and aboard. In the early 1580s， a British writer， George Blunt， creates the term “euphemism” and defines it as “a good or favorable interpretation of a bad word”（Han Lifen， 2009： 1）. Besides， in the eighteenth and nineteenth century， euphemism rapidly develops in the United Kingdom. There are many other scholars， such as Mencken， Neaman and Silver， D.J.Enright， Allan and Burridge who have made a lot of contributions to the study of euphemism.

It is necessary for human beings to communicate in daily life. However， because of the difference of the life habits， customs and contexts， there are many embarrassments and unhappiness in the communication. Therefore， it is useful to learn how to make full use of the euphemism in different environments and contexts to minimize the hurt to other people and to achieve effective communication. English euphemism is used for the purpose of respect or the unwillingness of hurting others so as to reduce some unpleasant situations or embarrassments caused by straightforward words or concepts； and for the desire of self-exculpation and self-comfort which use euphemism to disguise， satisfy the vanity or achieve a particular purpose（Lu Qingsheng， 2013： 152）.

This research aims to introduce some basic information of euphemism and it mainly talks about its humorous function in different contexts， such as in social interaction， in advertisement and in professions. Through the study of the function of euphemisms can help people to have a general idea about when to use euphemisms and how to use them. It is hoped that there will be less misunderstandings and troubles in daily communications through the use of euphemism.

2. Literature Review

English euphemism comes from Greek word which means words of good omen or good speech. Euphemism has been defined by different scholars in different books and dictionaries. There are some influential definitions of euphemism in some books and articles. Wu Bian & Xia Lin（2011： 266） thinks that euphemism is used to refer a mode of expression which is mild， vague and polite used to mean something unpleasant. Euphemism is， in a particular context， the reaction to these all kinds of negative psychological reactions or painful things which make people feel fear， shameful， self-abased and so on； information organizer （speaker and writer） intentionally applies the techniques of pronunciation or grammar form as an indirect expression of these languages or words to avoid the information organizer himself and the person who understands the information feel pain（Shao Junhang， 2007： 20）. According to these definitions above， it is clear that euphemism is a choice of language in order to achieve a certain communication purpose. This kind of choice is the requirement of social communication. In consequence， euphemism is controlled by some social factors. There are many scholars study the use of euphemism. Liu Yan （2016： 20） thinks that euphemism is a rhetoric， and it is a epitome of culture； it is not only a means of communication， but also a way of human existence. It is widely used in people's life. As a polite language， euphemism is the lubricant of society， and it has the function of reconciling contradiction and realizing the purpose of communication（Wang Jinwei， 2015：84）. It is known that there are many benefits to use euphemism. In consequence， people should learn how to use it in our communication. Euphemism has a good convince in life， so it is widely used in all areas of society by the public and it has got their favors（Dou Lin， 2015： 213）.

3. The Embodiment of Humorous Function

As we all know， euphemism is widely used in our daily life， and it has been applied in all kinds of areas， such as education， career， business， politics and so on. When people use them， there are some underlying purposes. Liu Chunbao（2002： 15） points out that euphemism has three functions： the first one is “avoiding stimulating and giving a person with comfort”； the second is “removing the vulgar words and giving a person with elegance”； and the last one is “abandoning the stale expression and giving a person with original sense”. It shows that it is the reflection of the beauty of our mind to use euphemism at different situations. For example， when people communicate with others， they should be polite and respect others. In order not to be rude or hurt others， it is necessary to reduce the conflict in language. In other word， euphemism has many functions when it is used， such as humorous function， beautification function and politeness function. The use of euphemism can make the language of human beings witty， humorous， and conclude the brutal truth in the humor（Xu Hui， 2010： 83）. So， the research of the humorous function of euphemism is very important. In this research， it mainly discusses the humorous function of euphemism in some fields.

3.1 In Social Interaction

The use of euphemism can make language interesting and witty. It also can regulate the atmosphere and make the conversation in a state of relaxed and happy （Zhao Qing & Wu Zhifang， 2011： 73） . There is a widely used example of it. “Battle of the bulge” which comes after the second world war and it is a famous battle started by Germany army. But nowadays， people use it to describe the protracted war which women want to keep fit. People describe the behavior of these fat ladies who want to be slim and lose weight as a war which wants to show the determination and perseverance of them. When people talk their behavior of losing weight as “battle of the bulge”， others will feel humorous if they know the origin of this phrase.

The witty euphemism can help people to face the reality， and easily cope with shock. For example， people use “push up daisies” to replace “be buried” which can reduce the fear of death. As we all know， it is common for people to bring a daisy when they go to a funeral. Everyone brings one and piles them up. So it is meaningful to use “push up daisies” to substitute “be buried”. It is very reasonable， and it can reduce the embarrassment sense when people talk about it. People also use “under the weather” to substitute “sick”， “proper poorly” to take the place of “very sick”. Whats more， it is popular to say “l(fā)ive at governments expense” rather than “to be sent into prison”. People who is sent to into a prison， usually lives in it for a long time. When they stay here， it is inevitable to eat and use， these will increase governments expense. Besides， it is dishonorable. But if people say they are living at governments expense， there will be no hurt to them or to their families. Besides， this kind of speech also obviously increase the sense of humor when people use in their communication.

In consequence， except what have been discussed above， there are also a lot of other applications of euphemism in our social communication. With the use of it， talkers can adjust the conversation atmosphere and make it more smooth and humorous.

3.2 In Advertisement

With the rapid development of economy， advertising is filled with all aspects in modern society， and euphemism is also widely used in them. For example， “commit no nuisance” which means it is forbidden to defecate everywhere. “Nuisance” means a thing that is annoying， there is no meaning of defecation. However， people use “commit” and “nuisance” these words to describe this action can avoid inelegance， and its meaning is very explicit. It can give people a feeling of humorous and it also can achieve the effect it want to express.

It is important to apply euphemism in advertizing in order not to hurt the people who have a physical or mental defects and to achieve better propaganda effect. “ We know you are both gourmet and weight watcher. Our cake keeps you on both （Zheng Huimin， 2011： 189）.” This is an advertisement of a cake of losing weight. The consumer groups of this cake are fat people， but in this advertisement， there is no mention of “fatness” this sensitive word. Customers will feel comfortable when they see it. Besides， it is funny to use “gourmet” to describe these people who are fat. Because “gourmet” is someone who is very professional in choosing and eating good food. Obviously， it is not suitable for all people who enjoy eating food. So， it is funnier and more suitable to use “gourmet” to describe these customers than “fatness”. It can praise those consumers to buy this cake.

Reasonable use of euphemism in English advertising can fully exert its unique pragmatic functions； through the careful design and effective but indirect expression， it can create an innovative and flexible atmosphere， make consumers get humorous and harmonious resonance and achieve the aim of promoting sales（Zheng Huimin， 2011： 189）. As a result， there are many advertisements that use euphemism， and many of them have shown the humorous function.

3.3 In Professions

The humorous function of euphemism in expressing professions is very common， for example， “tonsorial artist”. “Tonsorial” derives from Latin， and it means shearing and clipping. “Artist” means a people who is proficient in art， especially in drawing and painting. When combining them to substitute normal word “barber” can raise the value of the barber. Besides， when people calls a barber as a tonsorial artist， someone who knows the original meaning of these two words will fell it is very funny.

Whats more， there is another example “garbologist”. It is common to use affix “-logist” to describe someone who is a specialist in a certain domain， such as anthropologist， meteorologist and so on. People use “garbologist” to take the place of the words of “garbage collector” and “dustman” which are very simple and stiff can show their respect. Besides， when people use this phrase to call a garbage collector， it also makes us fell funny. It is also more humorous for some person who live by this job to introduce their job as “garbologist” rather than “garbage collector” or “dustman”.

There is another example “knight of the field”. When you first see it， you may not guess the meaning of this phrase and you do not know what the profession is. Its superficial meaning is the knight of a field， but it euphemistic meaning is “tramp”. In our mind， knight is very powerful and loyal， but tramp is weak， people do not put them together. However， if people think carefully， it is also reasonable. The tramp have no home， they have nowhere to live in. As for them， the field is their home. Just like the knights keep guard their country， they also guard their home. There is no doubt that it is humorous to say a “tramp” is a “knight of the field”.

There are various kinds of professions in our life， some are elegance and can make more money while others not. So in order to meet peoples psychology need， it is necessary to use euphemism to make these professionals sound more humorous and to reduce the hurt of their heart. Besides， when people talk with others， it can make the atmosphere be more relax and active if they use euphemism.

4. Conclusion

Euphemism has a broad and general use in all areas of society， which reflects a nation's cultural psychology， so the research on euphemism is of great significance for our understanding of the culture of a nation （Zhao Qing & Wu Zhifang， 2011： 74） . The use of euphemism can cover up the ashamed even ugly fact and avoid the embarrassed and abrupt phenomenon. It can make a serious and rigid speech turn into a comfortable and witty words. When it is applied in our communication， it can active atmosphere； when it is used in advertisement， it can arouse the customer's purchase desire and achieve the goals of the businessman and when it is used in expressing professions， it can raise peoples professional status and beautify the hard-to-say and harsh occupation. As a result， the research of the humorous function of euphemism is very important. There will be less misunderstanding and embarrassment if people can learn how to use euphemism and make full use of it in different situations. It is hoped that through the research of the humorous function of euphemism， people can realize the importance of euphemism. Besides， it is expected that people can make full use of it in daily communication.

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