Euphemisms

We are perpetually being told that this rising generation is very frank and free, and that its whole social ideal is frankness and freedom. Now I am not at all afraid of frankness. What I am afraid of is fickleness [...] There is in the very titles and terminology of all this sort of thing a pervading element of falsehood. Everything is to be called something that it is not [...] Every thing is to be recommended to the public by some sort of synonym which is really a pseudonym. It is a talent that goes with the time of electioneering and advertisement and newspaper headlines; but what ever else such a time may be, it certainly is not specially a time of truth. In short, these friends of frankness depend almost entirely on Euphemism. They introduce their horrible heresies under new and carefully complimentary names; as the Furies were called the Eumenides. The names are always flattery; the names are also nonsense.There really seems no necessary limit to the process; and however far the anarchy of ethics may go, it may always be accompanied with this curious and pompous ceremonial. The sensitive youth of the future will never be called upon to accept Forgery as Forgery. It will be easy enough to call it Homoeography or Script-Assimilation or something else that would suggest, to the simple or the superficial, that nothing was involved but a sort of socializing or unification of individual handwriting

Anyhow, I respectfully refuse to be impressed by the claim to candour and realism put forward just now for men, women, and movements. It seems to me obvious that this is not really the age of audacity but merely of advertisement; which may rather be described as caution kicking up a fuss. When somebody wishes to wage a social war against what all normal people have regarded as a social decency, the very first thing he does is to find some artificial term that shall sound relatively decent. He has no more of the real courage that would pit vice against virtue than the ordinary advertiser has the courage to advertise ale as arsenic. His intelligence, such as it is, is entirely a commercial intelligence and to that extent entirely conventional. He is a shop-keeper who dresses the shop-window; he is certainly the very reverse of a rebel or a rioter who breaks the shop-window. With the passions which are natural to youth we all sympathize; with the pain that often arises from loyalty and duty we all sympathize still more; but nobody need sympathize with publicity experts picking pleasant expressions for unpleasant things; and I for one prefer the coarse language of our fathers.

-Come to Think of It (1930)