The word “euphemism” comes from the Greek word euphemo, meaning “auspicious/good/fortunate speech/kind” which in turn is derived from the Greek root-words eu (ευ), “good/well” + pheme (φήμη) “speech/speaking”.

The term “eupheme” was originally a word or phrase used in place of a religious word or phrase that should not be spoken aloud; etymologically, the eupheme is the opposite of the blaspheme (evilspeaking). The primary example of taboo words requiring the use of a euphemism are the unspeakable names for a deity, such as Persephone, Hecate, or Nemesis. Euphemism was itself used as a euphemism by the ancient Greeks, meaning ‘to keep a holy silence’ (speaking well by not speaking at all).

Euphemism is a substitution of an agreeable or less offensive expression in place of one that may offend or suggest something unpleasant to the listener or in the case of doublespeak, to make it less troublesome for the speaker. It also may be a substitution of a description of something or someone rather than the name, to avoid revealing secret, holy, or sacred names to the uninitiated, or to obscure the identity of the subject of a conversation from potential eavesdroppers. Euphemisms and the process of euphemizing have the following characteristics:

 A euphemism is an expression substituted for another expression which has acquired a negative connotation.

 A euphemism can be substituted as synonym for a word or phrase of lower status.

 A euphemism is an expression deliberately created to raise the status of understanding. When a phrase is used as a euphemism, it often becomes a metaphor whose literal meaning is dropped. Euphemisms may be used to hide unpleasant or disturbing ideas, even when the literal term for them is not necessarily offensive. This type of euphemism is used in public relations and politics, where it is sometimes called doublespeak. Sometimes, using euphemisms is equated to politeness. There are also superstitious euphemisms, based (consciously or subconsciously) on the idea that words have the power to bring bad fortune (for example, not speaking the word “cancer”) instead of this the descriptive way is used – a mortal disease. The doctors use technical terminology when discussing cancer in front of patients, e.g.

c.a. or neopsia, neoplastic process, carcinoma.

Euphemisms are substitutes for their synonyms and other words where their use and existence are caused either by social conventions or by certain psychological and political factors. “With peoples of developed culture and civilisation euphemism is intrinsically different, it is dictated by social usage, etiquette, advertising, tact, diplomatic considerations and political propaganda” [Lyons, 2005:25]. It is known the special taboo in naming old-fashioned word “Negro” instead of this a person from America who is member of a race of people who have dark skin, originally from Africa is called African American. It is politically correct to describe language, culture or behaviour in order to avoid offending particular groups of people. Euphemisms always tend to be a source of new formations because after a short period of use the new term becomes so closely connected with the notion that it turns a word as obnoxious as earlier synonym.