Valerie Book Valkyrie’s Reviews > [(Euphemania: Our Love Affair with Euphemisms)] [Author: Ralph Keyes] published on > Status Update

Euphemism "is rampant in the marketplace. Product prices that used to get 'raised' are now 'adjusted'. When the term 'rebate' became tainted, auto dealers began offering 'incentives'. IKEA calls out-of-stock merchandise 'oversold', including furniture with a synthetic veneer called 'birch effect'. This is on a par with calling products that have no butter in them 'buttery', & naming ones without cream 'creamy'.

"Euphemism: words or phrases substituted for ones that make us uneasy."
"Euphemania: taking the stink out of frank, clear words, by converting them into inoffensive, synonym-like versions that desensitize us to the implications of, say, like torture (applying pressure), the MX missile (Peacekeeper), starvation (food insecurity), or recession (challenging economic environment)." Evasion rather than communication.