To a linguist, the phenomenon is familiar: the euphemism treadmill. People invent new "polite" words to refer to emotionally laden or distasteful things, but the euphemism becomes tainted by association and the new one that must be found acquires its own negative connotations. "Water closet" becomes "toilet" (originally a term for any body care, as in "toilet kit"), which becomes "bathroom," which becomes "rest room," which becomes "lavatory." ... The euphemism treadmill shows that concepts, not words, are in charge. Give a concept a new name, and the name becomes colored by the concept; the concept does not become freshened by the name. (Steven Pinker)

To a linguist, the phenomenon is familiar: the euphemism treadmill. People invent new "polite" words to refer to emotionally laden or distasteful things, but the euphemism becomes tainted by association and the new one that must be found acquires its own negative connotations. "Water closet" becomes "toilet" (originally a term for any body care, as in "toilet kit"), which becomes "bathroom," which becomes "rest room," which becomes "lavatory." ... The euphemism treadmill shows that concepts, not words, are in charge. Give a concept a new name, and the name becomes colored by the concept; the concept does not become freshened by the name.

Steven Pinker

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association body care charge closet colored concept euphemism familiar found kit lade lavatory linguist name negative people phenomenon refer rest room term toilet treadmill water words bathroom things

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