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【Abstract】Euphemism is a kind of inoffensive expression employed for some taboo topics. This paper， based on daily examples， analyzes its motivation and usage. From these analyses， readers will understand how euphemism emerges and works to uphold civility.
【Key words】Euphemism; Motivation; Using Occasion
【作者簡介】崔丹（1974.05-），女，哈尔滨人，哈尔滨工程大学外语系副教授，博士 ，研究方向：语言学，教学法;李世妍（1994.09-），女，江苏南通人，哈尔滨工程大学外语系硕士研究生，研究方向：英语笔译 。
【基金项目】2018年黑龙江省教育科学“十三五”规划课题“一带一路”政经类文本中的隐喻翻译策略及教学应用研究，项目批准编号：GJC1318022。中央高校基本科研业务经费，课题名称：一带一路视域下“中国分析”中的隐喻翻译策略研究，阶段性成果，项目编号3072019CFW1205。
1. Introduction
People usually misunderstand word meanings are invariable. Researchers， however， begin to appreciate its complexity： “Word meanings， it is suggested， are dynamic and negotiable，” （Warren， 1992：128）. Actually， words are often disguised in various forms and this makes euphemism. This paper is expected to provide the definition， motivation and application of the concept.
2. Definition of Euphemism
Euphemisms “are embedded so deeply in our language that few of us， even those who pride themselves on being plainspoken， ever get through a day without using them，” （Rawson， 1981：1）. They are implicit or roundabout expressions employed for replacing those that may be offensive in certain cases.
3. Motivations for Creating Euphemism
In communication， there are many cases expressing in a euphemistic way. This may be motivated out of the following considerations：
3.1 mentality of fear
The first motivation come from two aspects： the respect for the senior and the fright of uncontrollable events. The first case is when people talk about their parents and other superior and the other is when people talk about some supernatural events like death and gods.
3.2 Politeness Principle
In public occasions， it is impolite to refer to private conditions， then euphemism is admissible to help express properly so as to leave a good impression to others and avoid hurting their relationship. For example， ladies’ monthly bleeding may be replaced by “blue days” or “period time”.
3.3 Benefit Principle
Sometimes， to maintain benefit， one will use euphemisms to disguise the nature of speech. This may be particularly common in politics. For example， politicians often replace “the poor” by “the vulnerable” to weaken social problems and win support from voters.
4. Application of Euphemism
The function of euphemisms is to protect the people involved from possible effrontery and offence. The following occasions may be applicable：
【Key words】Euphemism; Motivation; Using Occasion
【作者簡介】崔丹（1974.05-），女，哈尔滨人，哈尔滨工程大学外语系副教授，博士 ，研究方向：语言学，教学法;李世妍（1994.09-），女，江苏南通人，哈尔滨工程大学外语系硕士研究生，研究方向：英语笔译 。
【基金项目】2018年黑龙江省教育科学“十三五”规划课题“一带一路”政经类文本中的隐喻翻译策略及教学应用研究，项目批准编号：GJC1318022。中央高校基本科研业务经费，课题名称：一带一路视域下“中国分析”中的隐喻翻译策略研究，阶段性成果，项目编号3072019CFW1205。
1. Introduction
People usually misunderstand word meanings are invariable. Researchers， however， begin to appreciate its complexity： “Word meanings， it is suggested， are dynamic and negotiable，” （Warren， 1992：128）. Actually， words are often disguised in various forms and this makes euphemism. This paper is expected to provide the definition， motivation and application of the concept.
2. Definition of Euphemism
Euphemisms “are embedded so deeply in our language that few of us， even those who pride themselves on being plainspoken， ever get through a day without using them，” （Rawson， 1981：1）. They are implicit or roundabout expressions employed for replacing those that may be offensive in certain cases.
3. Motivations for Creating Euphemism
In communication， there are many cases expressing in a euphemistic way. This may be motivated out of the following considerations：
3.1 mentality of fear
The first motivation come from two aspects： the respect for the senior and the fright of uncontrollable events. The first case is when people talk about their parents and other superior and the other is when people talk about some supernatural events like death and gods.
3.2 Politeness Principle
In public occasions， it is impolite to refer to private conditions， then euphemism is admissible to help express properly so as to leave a good impression to others and avoid hurting their relationship. For example， ladies’ monthly bleeding may be replaced by “blue days” or “period time”.
3.3 Benefit Principle
Sometimes， to maintain benefit， one will use euphemisms to disguise the nature of speech. This may be particularly common in politics. For example， politicians often replace “the poor” by “the vulnerable” to weaken social problems and win support from voters.
4. Application of Euphemism
The function of euphemisms is to protect the people involved from possible effrontery and offence. The following occasions may be applicable：