一、 Business environment, each of the parties to achieve the intended
purpose
Euphemism is the use of language in the process of a universal phenomenon; it is not only a social linguistic phenomenon, but also a cultural phenomenon. Whether or foreign communication in daily life, we will have to be verbal communication. Because some differences in living habits or customs, as well as different cultural backgrounds have different taboos of society, we must learn to use euphemisms to avoid embarrassment or unpleasant. Therefore, only about euphemisms in different backgrounds, different environments using the method in order to achieve the purpose of successful communication. Euphemisms may reflect a variety of social psychology, which also reflects a variety of Euphemism of social communicative function. Euphemisms in various fields have a wide range of applications, it is for us to learn English, carry out effective cross-cultural communication are of great help
2 .2The causes Euphemism
2.2.1 As the fear of heaven and earth spirits and the use of euphemism
“Whether or primitive tribe is a highly civilized society, there is the phenomenon of euphemism; no matter how large or minority language languages, there are euphemisms. Euphemism used in the field of all sectors of society.” Spirits of the call is to generate pairs of euphemism The earliest one area. The people of early times, due to the level of productivity, scientific conditions, they believe that a natural god, superstition and those demons, gods, and many can not explain the mysterious phenomenon attributed to the gods of heaven and earth is everything, then produce a kind of supernatural worship as well as fear, taboo phenomenon for us. The names of the earliest human spirits became a taboo word, but refer to the gods and the first word is a euphemism.
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In the Anglo-Saxon countries, it is widely believe in God (God), out of fear of God, they dare not direct that the Lord God (Jehoval) the name, so they produced a lot of euphemisms. For example: “the Almighty, the Supreme Being, Holy One, the Eternal, the creator, the maker), the Savior, the Lord of Lords, the King of Kings and so on.” The Chinese taboo, taboo probably better than the western countries where fewer . “In China, people believe all kinds of natural phenomena since ancient times by a variety of nature dominated by God. Bihuo in order to seek happiness, they also held a variety of ritual activities, and give them to laudatory. Because of religion, superstition reasons, It also said that a variety of gods as “Buddha”, “Master”; laudatory “weasels”, “fox” to “yellow Sin”, “HUXIN”; and even the trees inside the village, also known as “tree immortal” every Total annual festivals, some farmers went to worship. to agrarian-based economy in China with special emphasis on land, some farmers are often the occasion of sowing in spring, in the paddy field ridge burning Zhu Xiang, to honor the land father, bless the rice harvest.
2.2.2 In order to avoid vulgar, indecent use of euphemism
In the Eastern and Western culture, any and disease, death, human excretion, the Health and body parts, sex, body shape and other things related to taboo, are often considered to be vulgar, indecent, was difficult to convince something presentable and acceptable. So people will not bear or inconvenience taboo to say things directly, through the song words, taboo and other means to beautify or dilute them, so that not so vulgar, so that they are gentle some. If the human body “thin” and the “skinny” say “slim” and “slender”; to the body “fat / corpulent” say “plump”, “strong” and “stout”. Middle Ages in Europe, people think leg, breast, thigh, pregnancy and other words and “sexual” relationship too direct, and therefore produced the following euphemisms: “piano’s limbs” (means the piano’s leg); “white meat” (means the chicken breast); “dark meat” (means chicken thigh).
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