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1、Aeuphemismiscommonlydefinedasanauspiciousorexaltedterm(like“sanitationengineer”)thatisusedinplaceofamoredown-to-earthterm(like“garbageman”).Peoplewhoarepartialtoeuphemismsstandaccusedofbeing“phony”ortryingtobidewhatitistheyarereallytalkingabout.Andthereis
2、nodoubtthatinsomesituationstheaccusationisentirelyproper.Forexample,oneofthemoredetestableeuphemismsIhavecomeacrossinrecentyearsistheterm“OperationSunshine,”whichisthenametheU.S.GovernmentgavetosomeexperimentsitconductedwiththehydrogenbombintheSouthPacifi
3、c.Itisobviousthatthegovernment,inchoosingthisname,wastryingtoexpungethehideousimagerythatthebombevokesandinsodoingcommitted,asIseeit,animmoralact.Thissortofprocess—givingprettynamestoessentiallyuglyrealities—iswhathasgiveneuphemizingsuchabadname.Andpeople
4、likeGeorgeOrwellhavedonevaluableworkforallofusincallingattentiontohowtheprocessworks.Butthereisanothersidetoeuphemizingthatisworthmentioning,andafewwordshereinitsdefensewillnotbeamiss.Tobeginwith,wemustkeepinmindthatthingsdonothave“real”names,althoughmany
5、peoplebelievethattheydo.Agarbagemanisnot“really”a“garbageman,”morethanheisa“sanitationengineer.”Andapigisnotcalleda“pig”becauseitissodirty,norashrimpa“shrimp”becauseitissosmall.Therearethings,andthentherearethenamesofthings,anditisconsideredafundamentaler
6、rorinallbranchesofsemanticstoassumethatanameandathingareoneandthesame.Itistrue,ofcourse,thatanameisusuallysofirmlyassociatedwiththethingitdenotesthatitisextremelydifficulttoseparateonefromtheother.Thatiswhy,forexample,advertisingissoeffective.Perfumesaren
7、otgivennameslike“BronxOdor,”andanautomobilewillneverbecalled“TheLumberingElephant.”Shakespearewasonlyhalfrightinsayingthatarosebyanyothernamewouldsmellassweet.Whatwecallthingsaffectshowwewillperceivethem.Itisnotonlyhardertosellsomeonea“horsemackerel”sandw
8、ichthana“tunafish”sandwich,buteventhoughtheyarethe“same”thing,wearelikelytoenjoythetasteoftunamorethanthatofthehorsemackerel.Itwouldappearthathumanbeingsalmostnaturallycometoidentifynameswiththings,whichisoneofourmo
