EUPHEMISMS are forms of language that conceal something that is inadequate, unpleasant or embarrassing.

Politicians use euphemisms regularly, often relying on research from polls and focus groups to find ways of saying things that make unpleasant ideas and proposed legislation seem favorable.

Frank Luntz is a Republican pollster who issues "research executive summaries" for Republican politicians to use when they talk about issues. He issues "strategy memos" that spell out for politicians the language they should use to gain public support.

As the following passages demonstrate, Luntz is well aware of the importance of the language politicians use in swaying public opinion.

        ...if we communicate our vision and policies effectively,        

        we will survive and prosper as a party and as a political        

        movement. But, if we forget the future and surrender our        

        language to the Democrats (as we did in 1982 and 1986), 

        our reign will be short indeed. 



        Individual programs have friends. Bureaucracies and        

        bureaucrats don't. Therefore, focus the general rhetorical        

        attack on the Washington bureaucracy." 

Here is another excerpt from the memo issued by Lutz. It clearly demonstrate the importance of language in swaying public opinion. Equally important, it demonstrates how language is a tool that can be used differentially in different social settings. Can you highlight with the cursor where Luntz is suggesting the use of a euphemism?:

        Put the budget debate in terms of "the American dream" and

        "our children's future." When asked to comment on the        

        relationship between a balanced budget and the future of        

        America's children, both (focus) groups unanimously agreed        

        that they would feel extremely optimistic about their        

        children's future if the budget deficit were erased. The        

        public does not want to pay higher taxes or see their        

        services cut, but the vast majority are prepared to make        

        sacrifices "so that their children can achieve the        

        American Dream." If we talk about pain, we lose.  If our 

        words invoke a better future, we win (quoted in Toner 1995).

The following is the same quote with the euphemisms in capital letters.

PUT THE BUDGET DEBATE IN TERMS OF "THE AMERICAN DREAM" AND        

        "OUR CHILDREN'S FUTURE." When asked to comment on the        

        relationship between a balanced budget and the future of        

        America's children, both (focus) groups unanimously agreed        

        that they would feel extremely optimistic about their        

        children's future if the budget deficit were erased. The        

        public does not want to pay higher taxes or see their        

        services cut, but the vast majority are prepared to make        

        sacrifices "so that their children can achieve the        

        American Dream." IF WE TALK ABOUT PAIN, WE LOSE. IF OUR        

        WORDS INVOKE A BETTER FUTURE, WE WIN (quoted in Toner        

        1995).