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1、Euphemism in Business EnglishAbstract Modern English speech, while not always, is supposed to be uncommonly frank. Euphemisms are cultural phenomena as well as linguistic concepts. It is deeply rooted in social life and has a great influence on social communications. Euphemism has become part of the
2、 general language, shaping the context in which it is used. As a linguistic concept, euphemism has fast wow close relationships with the western culture, and it reflects the life and values of English people and their history.Key words euphemisms, business, communication1. Introduction Human beings
3、rely on symbols to construct their individual perceptions of the exterior world. Language itself results as the individuals need to communicate with their group their realities within the confines of a set code understood by each member of the group. When conducting the social communications, accord
4、ing to then polite principle, people always some implicit and elegant expressions to replace those that are violent and vulgar. In a knowledge-driven economy, like that of the 21st century, artifacts of written and spoken communication (i.e., texts, in a general sense) have acquired importance as a
5、form of capital. Organizations are also in the business of producing and brokering information. They use texts to interact with clients, with government institutions, and with other organizations. Often, these texts act as rhetorical proxies for individuals, organizations, or other constituencies wh
6、o may be physically absent. Yet, unlike people, texts are resistant to change and the damage that they may cause to business relationships can be difficult to undo. Euphemism is a sociolinguistic phenomenon with a wide application in English language. According to Lilia Borlongan-Alvarez, in an arti
7、cle entitled “The trouble with business gobbledygook” for the Philippine Daily Inquirer (20 March 2010) “The current global financial crisis which has led to the mass firing of employees has spawned popular euphemisms which both government and private organizations find convenient to use to protect
8、the latter from embarrassment or legal action”.2 Euphemisms Neil Postman in his book, Crazy Talk Stupid Talk, suggests that a euphemism is an exalted term used in place of a down-to-earth term, or “an attempt to give prettier term to an uglier reality”(Postman 74). A euphemism is a substitution of a
9、n agreeable or less offensive expression in place of one that may offend or suggest something unpleasant to the receiver, or to make it less troublesome for the speaker, as in the case of doublespeak. According to Postman, “euphemisms are a means through which a culture may alter its imagery and by
10、so doing subtly change its style, its priorities, and its values.” Lexicographer Bergen Evans of Northwestern University, believes that euphemisms persist because “lying is an indispensable part of making life tolerable”(101). The English word euphemism is found for the first time in a book written
11、in 1656 by Thomas Blount, Glossographia (Enright 13). It comes from Greek euphmismos, which is itself derived from the adjective euphmos, “of good omen” (from eu, good, and phmi, I say). Etymologically speaking, a euphemism is linked to taboos, and traditionally consists in replacing the original si
12、gnifier, perceived as being offensive or unpleasant, by another one; it is often referred to as a “veil” or a “shroud” thrown over the signified, as if to conceal it.2.1 Types and Formation of Euphemisms With the development of language, euphemism is evolving day by day, new expressions being formed
13、. Euphemisms may be formed in a number of ways. The formation of euphemism, on a certain degree, follows some principles, although some language phenomena are not reasonable but come into use frequently. Many euphemisms are figurative, many having been or are being the cause of semantic change. Some
14、 show remarkable inventiveness of either figure or form and some are indubitably playful. Euphemism can be achieved through antithetical means, e.g. By circumlocution and abbreviation, acronym or even complete omission and also by one- for-one substitution; by general-for-specific and part-for-whole
15、 substitution; by hyperbole and understatement; by the use of learned terms or technical jargon instead of common terms, and by the use of colloquial instead of formal terms. Many learned terms and some technical jargon is either borrowed from another language or constructed from one: for English, t
16、hey are mostly derived from Latin or Ancient Greek.2.1.1 Lexical device - Due to different types of morphemes and word formation, lexical device can be applied to the formation of English euphemism. 1. Acronym- Acronym is made up of the first letters of an expression. In the formation of euphemism t
17、he first letters of taboo words or unpleasant words are taken out and then put together to get rid of rudeness. CLM Career Limiting Move; COB - Close of business; RFP Request for proposal; EOD End of the day. 2. Analogy - Analogy creation can account for similar forms in the conjugation of words. Ba
18、sing on certain words, the new expressions are coined with similarity in meaning. This means is mainly used to form euphemisms in the field of professions. Take the word engineer for example, engineer originally refers to “skilled person who control an engine or engines, esp. on a ship or air-craft.
19、” Later it is extended to “person who designs, builds or maintains engines, machines, bridges, railways, mines, etc. In euphemism, “engineer” is greatly adopted, such as telephone engineer(telephone repairer), automobile engineer (mechanic), and custodian engineer(trash cleaner). By the device of an
20、alogy, it beautifies the title of some indecent professions and shows respect to them. 3. Borrowing - English language in its development has managed to enrich its vocabulary by borrowing words from other language. Uber Very. As in, Im uber excited about this merger. 4. Negation - Negation in euphem
21、ism formation mainly adds prefix to show the opposite meaning. Outsourcing Sending work outside your office. Often means sending work to be done abroad. Disconnect Lack of understanding on an issue between two people. On the one hand it prevents hurting the listener; on the other hand it achieves th
22、e speakers intention as well as drives a better communication. 5. Substitution - Substitution is to take something similar to replace the real situation. On board- Agree with something. Or commit to be a part of something. Magic bullet The perfect solution to a problem. Interface Lets meet. Lets tal
23、k. Heavy lifting Doing the hard work. Hot button An important issue. B School - Its “Business School”.2.1.2. Syntax Device - Syntax refers to the study of the rules governing the way words are combined to form sentences in a language, or simply, the study of the formation of a sentence.Metaphor By a
24、pplication of metaphor, a rhetoric device, many expressions are described vividly. For example, “taxes” have become nowadays such an unpleasant civic duty that people use different euphemistic terms for this word. Therefore, it is not surprising that there is an amusing range of terms for taxation:
25、“access fees/charges”, “carbon footprint contributions”, “civic assessment fees”, “direct universal service support”, “economic incentives”, “economic stimulus packages”, “environmental externality factors”, “impact fees”, “income shifting options”, “innovative sources of financing”, “late fees”, “r
26、edistribution of wealth alternatives”, “redeployment of revenue”, “restructuring of budgets”, “revenue enhancements”, “service charges”, “socially responsible public investments”, “social support subsidies”, transfer payments, universal service charges”, and “value-added revenue opportunities”（Orwel
27、l 90）2.2 Business Euphemisms Euphemistic language pervades the workplace and almost all business dealings: involuntary separation, letting go, downsizing, re-engineering, restructuring, and streamlining are preferred to “layoffs.” The word challenge is used to actually refer to “a problem.” “Recessi
28、on” is used to mean a “depression.” When one is given the pink slip, he or she is “fired!” And a company disinvests when it fact it “closes a retail outlet in a community.”It is quite acceptable in some situations if euphemisms in business are used to identify a chain of command such as in the use o
29、f chief executive officer instead of “boss.” Air Cover - When a senior manager agrees to take the flak for an unpopular decision, while someone lower in the chain of command does the dirty work. e.g. “As an executive development expert, Ive facilitated dozens of 360 degree leadership assessments, te
30、am development, and new leader assimilation processes. Along the way, I have learned that leaders get dinged if they dont provide air cover to their direct reports”(Sturgeon et al 94). Alpha Pup - A market research term referring to the “coolest kid in the neighbourhood.” e.g. “If the alpha pups go
31、for it, well sell millions of them”(.96). Business Ecosystems - When companies in the same markets work cooperatively and competitively to introduce innovations, support new products and serve customers. e.g. “ I described how the Australian lending industry was a great example of friction-loaded bu
32、siness ecosystem and how LIXI standards are aimed at reducing some of that friction”(100). Cookie Jar Accounting - An accounting practice where a company uses reserves from good years against losses that might be incurred in bad years. e.g. “Microsoft has an interesting, if dubious, cookie jar accou
33、nting scheme where profits from successful quarters arent reported so that less successful quarters can be padded”(103). 800-Pound Gorilla - A company that dominates an industry short of having a complete monopoly. e.g. “BlackRock Is Now the 800-Pound Gorilla”(104). Ideation- Brainstorm session. e.g
34、. “When setting up ideation sessions, we encourage invitations to other divisions. These newcomers will analogize a lot, relating what they hear to their own experiences”(106). Market Cannibalization - When a companys new product negatively affects sales of its existing, related products, i.e., it e
35、ats its own market. e.g. “When Bayer made a debut of its maximum strength aspirin, the new product ate into sales of classic old standby Bayer Aspirin. Bayer officials said market cannibalization was the only way to retain and build market share against new Extra-Strength Tylenol”(108). Pain Points
36、- A favourite of consultants used to describe places where an organization is hurting due to poor operating structure, technology or inefficiencies. e.g. “If you ask reflective questions instead of questions that can be answered with yes or no, prospects usually share more information with you. This
37、 increases your chances of uncovering pain points that can eventually lead to sales”(111). Pockets of Resistance - Another borrowed military term that describes a person or group that attempts to stall, block or kill a project. e.g. “Our process includes: . Achieving assimilation: coaching, problem
38、solving, and addressing persistent pockets of resistance”(113). Reverbiagize - To reword a proposal with the hope of getting it accepted by people who did not like it the first time around. e.g. “Dont worry about coming up with a new idea, well just reverbiagize the old one”(Martin 79). .Tszuj (Pron
39、ounced “zhoozh”) - To tweak, finesse or improve. It is an expression made popular by TV stylist Carson Kressley, meaning to add a special flare to an outfit or hairstyle. e.g. “Tszujing the cost-benefit tables can get you in a lot of hot water if youre not a math whiz who loves to tweak via trial an
40、d error”(82).3. Conclusion Throughout time, language has progressively evolved and also the language and methods used by individuals who have the power to manipulate the views of the people and sway thought and behaviour. It is considered that euphemism enriches the English language, and is one of t
41、he agents of the change and development of the language as well.Bibliography1 Enright, D.J. (ed.), Fair of Speech: The Use of Euphemisms, London: Oxford University Press, 1985.2 Martin, D.W., Officespeak: The Win-Win Guide to Touching Base, Getting the Ball Rolling, and Thinking Inside the Box, New
42、York: Simon&Schuster, 2005.3 Orwell, George, 1984, London: Penguin Books, 2004.4 Postman, Neil, Crazy Talk Stupid Talk, New York: Delacorte Press 1976.5 Sturgeon, Ron, Gahan Wilson, Green Weenies and Due Diligence, Inside Business Jargon Raw, Serious and Sometimes Funny, Lynden: Mike French Publishing, 2005.