professions, garbage collector and so on. Cleaners known as the \\is called \\architect\\is known as the \reputation, as if the whole community are to respect and care for them, so that employees get rid of \especially for women do not like to hear the \death of old age, \Americans are afraid of old, psychological fear of the old taboo has been reached \word level. So people scheme to use other words to wound a plea for the concept of old age. Such as ―the advanced in age‖, ―the mature‖, ―the elderly‖, ―the longer living‖, ―seasoned man‖, ―well-preserved man‖, ―senior citizen‖ and so on. Disease and death often makes one feel fearful. Cancer is currently incurable, people tend to talk about cancer and discolor, use the \C\to express \euphemistically, so it can weaken the people's fear. Die is also most likely to engender fear; therefore, People use all kinds of euphemisms instead. Such as: be asleep in the arms of God, be at rest, be home and free, go to heaven, go to meet one's maker, leave this world, rest in peace and so on. 4.3.3 Behavioral Criterion

Every society has its own code of conduct, which is reasonable and which is deviant or contrary to reasonable, of which some are clearly stipulated by rules, but the most conventional. Therefore, many euphemisms have cultural connotations of social norms. In general, each age has its special sexy positions. However, the sex organs and some sexy parts which British and American people have always been interested and try to avoid the \one.‖ Euphemisms in this respect have a wide range, after another, or taboo, or roundabout. Because calling names directly are often shocked and disgusted, is considered to be bred and beneath civilized behavior. In the Victorian era dynasty, the woman is not allowed to call some parts of their body directly between peer , \said \\called \even more, the chest and legs of any animal were delicately call \same criteria, \rites\was used to naked human instinct behavior. In the

- 16 -

\in any civilized society, any time; it is a topic of taboo. There have hundreds of euphemism for sex. Such as: ―connubial rites‖, ―art of love‖, ―amorous congress‖, ―conjugal rights‖, ―conversation‖ and so on. Homosexuality, prostitution, and abnormal sexual behavior, is still politely proportionality. 60-70 years of last century the rise of the gay liberation movement, has been the formation of a wave of social and political power, so that people can no longer free to vilify them as \or \also to identify associates, during this period, they still gradually create the incision of a set of euphemism, such as: ―gay‖, ―indecent assault‖, ―sexual orientation‖, ―the third sex‖ and so on. 4.3.4 Political Life

Euphemisms in English and Western political life are closely related. The people of daily political life use euphemisms to ―taboo‖ or out of courtesy and political life are to achieve a euphemism for \or \purposes, with a very deception, preferred by politician. Western politics is also a piece of fertile ground for euphemism. War is politics which is a continuator by other means. Modern warfare inevitably involves a large-scale destruction and death. In addition, the war propaganda usually keep secret, so the war is also another piece of fertile ground for euphemism language., a euphemism in politics and war is aimed to cover and beautify things. Students strike was played down as \s strike was called as \disputes\naked aggression is euphemistically called \actions\ or \or\as ―cosmetic words‖. In order to cover up its atrocities in the Vietnam War air bombardment, the United States glorified it as the \attack‖ or \air support\. The massacre of the Vietnamese as ―wasting the enemy‖ in this way, the horror and brutality of the war are literally hollow. Bosnia and Herzegovina, the former Yugoslavia's ethnic conflict in the two regions, they massacre or explode the other party in order to create a single race in a regional area and drive the other party from their homes. And all these ethnic

- 17 -

persecution, genocide is dubbed \cleaning\of the name, so it is difficult to form the \political \words\is often used to whitewash and distort the truth for a specific historical period of political service. 4.3.5 Commercial Activity

Euphemism infiltrates into a large number of business activities. Traders use euphemisms to boost business, the \give the feeling of the poor quality, old style, which are replaced by ―budget‖, ―low-cost‖ and other words. \exposed, so \(rare and high prices of) has become a commercial and attractive euphemism for customers. Commercial will be boring, the name of some advertising are named as Latin suffix \toilet paper), Tampax (a trademark of sanitary napkins) and so on. Because the Latin suffix \and science has something, hang this layer relations veil, the product weaken physical or emotional associations and strengthen the pleasant feeling of clean. In addition, in order to meet the customer's sense of dignity and some level of passengers’ room is divided into third gear; Deluxe, First Class, Standard, to avoid the second, third, each semantic specifications are deliberately gained. Airlines also changed the title of the cabin class: First class to (Deluxe or Premium Class), second class is renamed the first class, Third-class is renamed the Business Class or economy class or tourist cabin (Tourist Class).

In short, the language is the carrier of culture，and the euphemism as a part of the language, which rooted in the social life. It is the reflection of social life and is a mirror of social psychology, religious beliefs, values, lifestyles, social psychology, customs, political life, business practices and other cultural content.

- 18 -

Chapter Five Conclusion

In summary, the euphemism is on the performance of language from which people seek in the social communication. It is created for ideal communication effect. It is used for replacing the taboo language, the discussion sensitive topic generally. The using of euphemism may avoid stimulating and comfort for the human. When replacing the taboo language, it can eliminate vague, and give people elegant impression; simultaneously the euphemism sometimes may be showy, and sometimes also have the sense of humor. Being good at euphemizing is a manifestation of high accomplishment. Using excessively, it would give people affected feeling. Therefore, we must pay attention to the usage of euphemism in the process of communication. In brief, understanding and having a good command of the euphemism can be understood more effectively. At the same time, it also has the inspiration and guiding function of the sense of Trans-culture.

The usage of euphemism in journalism English is very rich. I can not be fully involved and can only from their classification, function to make description. I hope it will be useful for your news reading in English newspapers

- 19 -