Abstract:Euphemism is the substitution of a mild, indirect or vague expression for one thought to be offensive, harsh or blunt. This paper will analyze the significance of euphemism to the success of English advertisements in terms of the origin, technique of expression and function of the euphemism phenomenon. It aims to fully tap the functions of euphemism in English advertisements, such as avoiding taboo, beautifying, politeness, satisfying consumers’ needs, etc. Through all of the above, euphemisms will be used more properly and make the advertisements more attractive and convincing. Meanwhile, it will help enterprises better grasp the psychology of consumers, promote the product and enhance the popularity and reputation of the businesses. 

Key words: euphemism; English advertisements; origin; technique of expression; pragmatic function

CONTENTS

Abstract

中文摘要

1. Introduction1 

2. Euphemism.1

2.1 Definition of Euphemism

  2.2 Origin of Euphemism

3. The Application of Euphemism in English Advertisements...3

  3.1 Definition of Advertisements

  3.2 Linguistic Features of Advertisements

  3.3 Techniques of Expression of Euphemism in English Advertisements

3.3.1 Semantic Ascension

3.3.2 Grammatical Devices

3.3.3 Vague Languages

3.3.4 Rhetoric

4. Functions of Euphemism in English Advertisements.8

  4.1 Avoiding Using Taboo Words

  4.2 Being Polite

  4.3 Beautifying the Advertisements

  4.4 Meeting the Psychological Needs of Consumers

5. Conclusion.11

Bibliography..12

Acknowledgements13