A euphemism is a more positive-sounding term that is substituted in place of a more negative-sounding term. Euphemisms are used in an attempt to make a message more palatable to an audience that might otherwise react more negatively to it. The use of euphemisms is often called "sugar-coating." Though subtle, euphemisms can slant our attitudes more positively towards a subject without reason.
Example #1:
In this campaign ad, Obama calls for "economic patriotism" on behalf of American voters. He seems to have introduced the term "economic patriotism" as a euphemism for "being a rich person who supports paying more taxes for the sake of the greater good." By using the language of something many folks hold dear, namely patriotism, Obama has attempted to put a very positive spin on his proposed tax reform.
Example #1:
In this campaign ad, Obama calls for "economic patriotism" on behalf of American voters. He seems to have introduced the term "economic patriotism" as a euphemism for "being a rich person who supports paying more taxes for the sake of the greater good." By using the language of something many folks hold dear, namely patriotism, Obama has attempted to put a very positive spin on his proposed tax reform.
Example #2:
Obama gives us another euphamism for "paying more taxes" when he says his plans calls for the rich to "contribute a little bit more."