II. Overview of Euphemism and Pragmatic Principles

2.1 Overview of Euphemism

Euphemism is a widespread expression in daily communication. There are many interpretations about euphemism. Some interpretations can be seen in the following. Euphemism is a proper means of expression people hope to find in communication and exchange, which can promote both sides to have a smooth communication and make both parties feel the communication is pleasant (Fowler 58). Neaman&Silver states that euphemism is replacing a more explicit, offensive expression with a comfortable or pleasant one, thereby veneering the truth by using the words (13). In Collins Cobuild English Dictionary, euphemism is defined as a vague expression that can make people feel happy in a way that is not clear and can be used in place of an expression that has an unpleasant meaning (2000). Euphemism is to express certain facts or ideas in a mildly or gently way, in order to reduce the extent of the vulgar.

From the above definitions we can see that firstly, euphemism is a language phenomenon and an important means of communication in certain situations. People usually try to avoid using the language which can cause unhappy feelings or do damage to relations of both sides. Instead, they use the circuitous language to express thoughts and exchange information. Secondly, euphemism is a social and cultural phenomenon. It has penetrated into people’s daily life, reflecting the widespread social phenomenon and the psychology of people, such as the problems of taboo and politeness.

2.2 Pragmatic Principles

2.2.1 Cooperative Principle

Pragmatics consists of two main principles: Cooperative Principle and Politeness Principle. Cooperative Principle was proposed by Grice, a famous American language philosopher, in his speech at Harvard University in 1967. Grice believes in people’s communication, the conversation seems to follow a principle consciously or unconsciously in order to cooperate effectively and thus to complete communicative tasks perfectly. Thomas also has said in communication, people assume that a certain set of rules are followed (62). Therefore, Grice puts forward the following four maxims of this principle.

The quality maxim: do not say what you know is false; and do not say something that is lack of adequate evidence;

   The quantity maxim: what you say should meet requirements for the information needed by communication; your words should not exceed the amount of information required by communication;

   The relation maxim: make your conversation relevant;

The manner maxim: speak clearly, concisely and in good order.

However, in actual verbal communication, people do not always abide by Cooperative Principle. In certain situation, people will deliberately violate the maxims of cooperation. Grice calls this kind of intentional violation of Cooperative Principle “special conversational implicature”. Special conversational implicature explains how the hearer understand its implication through the superficial meaning of the speaker’s words and, thus to express another meaning. Sometimes, humor can be produced.

2.2.2 Politeness Principle

A famous British scholar Leech provides another pragmatic principle – Politeness Principle imitating Grice’s Cooperative Principle. It can be said that Politeness Principle is a part of Cooperative Principle, which is put forward as the remedy principle of Cooperative Principle. Leech said: “Politeness Principle can not be regarded as an addition to Cooperative Principle, but as a necessary supplement to help Cooperative Principle to solve a series of problems” (124). Later, Leech found Politeness Principle is very important and puts forward Politeness Principle as a pragmatic principle should be as important as Cooperative Principle. Hill proposes that politeness is one of the constraints on human communication (347). Leech further puts forward Politeness Principle contains six maxims, which are Tact Maxim, Generosity Maxim, Approbation Maxim, Modesty Maxim, Agreement Maxim, Sympathy Maxim. However, because politeness and culture are more closely connected, one culture's politeness is not always polite in another culture.