WangXuewei

【Abstract】As we all know， in modern society interpersonal communication is very important. Based on predecessors research and exploration， the thesis will further analyze the description of euphemism in culture. The connotations are mainly embodied in the origin of Chinese and Western polite language. The principles are mainly embodied in the principle of compliment so that people have a simple understanding of euphemism.

【Key words】euphemism； communication； strategies

Chapter One Overview of Euphemism

In our society， in order to avoid embarrassed when people talking with others， they often use euphemism in their daily life. As one of the most important rhetorical means euphemism is widely employed in all eras and cultures， it is believed to be indispensable in human daily communication. It is not only a cultural phenomenon but also a social one. Euphemism also reflects some social and psychological phenomena in our society. It is just like a kind of lubricant that enables people to express what can not be uttered directly， using euphemism could ensure communication to carry more smoothly.

Basically speaking， what is euphemism？First， it is a polite word or expression that you use instead of a direct one to avoid bringing the shocking or upsetting feeling to someone. Second， it is a polite word or expression used in pleasant， mild， indirect words or phrases instead of those accurate or direct words. Third， it is the use of a word which is thought to be less offensive or unpleasant. Fourth， it is a polite word or expression that people use when they are talking about something that people find unpleasant or embarrassing. Fifth， it is a word or expression that people use when they want to talk about something unpleasant or embarrassing to mention the thing itself. Though euphemism has been defined differently from different perspectives， most of definitions have one point in common， euphemisms are the use of pleasant words on rude or embarrassing occasions.

On the whole， euphemism originates from taboo. Because of the psychology of fear， people dare not call something by name directly. Using euphemisms gives people a feeling that they are somewhat distant from what they fear. Resorting to euphemisms seems to be a guarantee of their safety.

Chapter Two Expressing Euphemistic Ideas in English

In our life， reading vaguely and falling tone often make people become ashamed. Euphemisms make them not want to know who had really made things. In this occasion， it is general for people to become so forthright and brave， they often make their tone down and become indefinite and hazy. For example， when someone asks a cleaner what kind of work he does， he might answer carefully “I work in the public service”. If the other two people are likely to be asked about the details of his job， they often hear the voice answer “Sanitary man”.endprint

Pragmatics is the use of language study which is intended to express the communication environment for a common understanding of the language units. Specific language environment means “explains factor”， the language used to express the form refers to “symbolic tool.” By means of pragmatics， people can rely on “interpretation factor” to achieve the purpose of euphemism. For example：Bread， please （excuse me， bread）. This is a very casual discourse， beneath mildly. In addition， the implication of the pragmatics is from a pragmatic perspective to understand words.

Euphemisms express taboo words in a harmonious communicative atmosphere. Secondly， pragmatics show our empathy and kindness.

Chapter Three Application of Euphemism

Most aspects of euphemism represent taboo words in order to avoid politics. Euphemism is regarded as a political trick， posturing even distortion of the truth that muddle was the purpose of deceiving listener.

Business is no longer a purely commercial exchange， but it proves more interpersonal. In the process of business communication process， mildly polite rhetoric will make people feel the full cooperation and respect for each other. This avoids people having unpleasant verbal conflict， which contributes to the development of business activities. The euphemism has the function to cover up the truth of the characteristics， but the truth is too far to become hypocritical. The essence of euphemism is “without disclosure”.

Euphemism in the use of business activity helps us to maintain bilateral cooperation. In the business activities， especially in business negotiations， the two sides of conflicting in negotiating want to make an effort to persuade each other to accept his own requirements or recommendations. Euphemism in Business English helps us to establish long-term friendly cooperation. In business negotiations， the economic interests and mood are the most important factors for negations， and economic interests are the purpose for negotiators.

作者簡介：王雪薇（1992.4-），女，汉族，黑龙江绥化绥棱县人，硕士在读，研究方向：外国语言学及应用语言学。endprint