{"title":"Euphemism in laxative TV commercials: at the crossroads between politeness and persuasion","authors":"Eliecer Crespo-Fernández","doi":"10.1515/pr-2018-0047","DOIUrl":null,"url":null,"abstract":"Abstract Despite the stigma attached to human defecation and people’s reluctance to talk about it openly, there are certain communicative situations in which one cannot evade referring to the elimination of body wastes. This is the case of laxative TV commercials, a type of discourse focused on the infrequent or difficult evacuation of the bowels that constitutes a breeding ground for euphemism. In this regard, following a socially-oriented approach to discourse analysis, politeness theory, and cognitive linguistics, the purpose of this paper is to gain an insight into the way euphemism works in a sample of contemporary American TV commercials advertising laxatives. The analysis reveals that euphemism – mostly in the form of metonymy and understatement – and non-euphemistic metaphors and similes serve as face-saving mechanisms for the company’s self-presentational purposes and are ultimately used as part of a sales strategy aiming to attract the interest of viewers.","PeriodicalId":45897,"journal":{"name":"Journal of Politeness Research-Language Behaviour Culture","volume":"18 1","pages":"11 - 35"},"PeriodicalIF":1.4000,"publicationDate":"2021-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/pr-2018-0047","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Politeness Research-Language Behaviour Culture","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1515/pr-2018-0047","RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"LANGUAGE & LINGUISTICS","Score":null,"Total":0}
引用次数: 1
Abstract
Abstract Despite the stigma attached to human defecation and people’s reluctance to talk about it openly, there are certain communicative situations in which one cannot evade referring to the elimination of body wastes. This is the case of laxative TV commercials, a type of discourse focused on the infrequent or difficult evacuation of the bowels that constitutes a breeding ground for euphemism. In this regard, following a socially-oriented approach to discourse analysis, politeness theory, and cognitive linguistics, the purpose of this paper is to gain an insight into the way euphemism works in a sample of contemporary American TV commercials advertising laxatives. The analysis reveals that euphemism – mostly in the form of metonymy and understatement – and non-euphemistic metaphors and similes serve as face-saving mechanisms for the company’s self-presentational purposes and are ultimately used as part of a sales strategy aiming to attract the interest of viewers.
期刊介绍:
The Journal of Politeness Research responds to the urgent need to provide an international forum for the discussion of all aspects of politeness as a complex linguistic and non-linguistic phenomenon. Politeness has interested researchers in fields of academic activity as diverse as business studies, foreign language teaching, developmental psychology, social psychology, sociolinguistics, linguistic pragmatics, social anthropology, cultural studies, sociology, communication studies, and gender studies. The journal provides an outlet through which researchers on politeness phenomena from these diverse fields of interest may publish their findings and where it will be possible to keep up to date with the wide range of research published in this expanding field.