No matter which human group we look at, past or present, euphemism and its counterpart dysphemism are powerful forces and they are extremely important for the study of language change.
Recently I found two interesting directions for refrigerators, which have been developed by two home electronic companies in Japan.
Both companies focus on “how to keep vegetables fresh in the refrigerator as long as possible” but come up with totally different answers.
This is why these words are so unstable and why they are so powerful.
This paper reviews the various communicative functions of euphemisms and the different linguistic strategies that are used in their creation, focusing on the linguistic creativity that surrounds the topic of ‘old age’ in Modern English (Shakespeare’s sixth and seventh ages).
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X-phemism (the union set of these ‘phemisms’) is primarily determined from evaluating expressions within the particular context in which they are uttered.
Given there is such complexity and variety of opinions and attitudes, we are unlikely to ever find uniformity of judgement between speakers of even very similar social backgrounds.
It stars Bill Murray as aging actor Bob Harris, who befriends college graduate Charlotte (Scarlett Johansson) in a Tokyo hotel.