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English words as euphemisms in Spanish fashion: Anglicisms, a persuasive stylistic strategy in Spanish fashion magazines

  • Marisa Diez–Arroyo

Extract

Euphemism is a concept closely related to taboo or embarrassing topics; classic examples include sex, religion and politics. It has been mainly studied to show how, within a given language, alternative expressions replace other unsuitable ones that, accordingly, may cause offence and discomfort to the audience. While this first approximation to the question of euphemism anticipates a key point in the use of these substitute expressions, namely the relationship between speaker-hearer in communication, the present discussion seeks to push this interdependence a bit further, framing it around English words or Anglicisms in the context of Spanish fashion. Some examples include ‘backstage’, ‘fifties’, and ‘street style’. This brings up some interesting questions: why should fashion, a clearly non-taboo topic, resort to the use of euphemistic words? How can English words qualify as good candidates to carry out the euphemistic role?

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English Today
  • ISSN: 0266-0784
  • EISSN: 1474-0567
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