euphemism treadmill

English

Examples
Toilet is an 18th-century euphemism, replacing the older euphemism house of office, which replaced the even older euphemisms privy-house and bog-house.

Etymology

Coined by Steven Pinker in 2003.

Noun

euphemism treadmill

1. (lexicography) The process by which euphemisms fall into disuse and are replaced by new ones, as the old ones become socially unacceptable over time.
   • 2003, Stephen Pinker, The Blank Slate‎^[1]:

     Linguists are familiar with the phenomenon, which may be called the euphemism treadmill. People invent new words for emotionally charged referents, but soon the euphemism becomes tainted by association, and a new word must be found, which soon acquires its own connotations, and so on.

   • 2011, Gary Hardcastle, George Reisch, Bullshit and Philosophy: Guaranteed to Get Perfect Results Every Time

     Euphemism, if successful, exemplifies case m: the new term has a new tone, but preserves sense and reference. The sort of backfire characteristic of the 'euphemism treadmill' is a shift to case i: the tone reverts to that of the old term.

   • 2014, Trevor Patrick, Sooner Or Later, They'll Turn on You!:

     Next in line was the Euphemism Treadmill,
     gaining its power from the perpetually offended;
     and once we take enough steps, it starts to run by itself,
     its gears turned and greased by political correctness.

   • 2017, Angelika Zirker, Matthias Bauer, Olga Fischer, Dimensions of Iconicity (page 33)

     Whereas there is a certain degree of clarity as to why the euphemism treadmill comes to exist (since people keep inventing new, often more vague names for uncomfortable things), it is not so clear why there is a constant and steady influx of new iconic coinages in the language.

Further reading

• Euphemism § euphemism treadmill on Wikipedia.Wikipedia