How to Coach Yourself and Others Beware of Manipulation | Page 146

There are three different subtle persuasion techniques we'll discuss in this lesson: euphemisms,
dysphemisms, and biased questions.
Euphemisms and Dysphemisms
Euphemisms are the most common of the subtle persuasion techniques. You've probably used them
yourself many times without even realizing it. A euphemism is when a phrase—usually one that's
harsh, negative, or offensive—is replaced with a milder or more positive expression.
For example, there are many ways to say that someone has died. Die itself is a neutral word—it
expresses the fact of death straightforwardly without any real mood attached to it. However, this word
is often softened by replacing it with a euphemism, such as one of the following:
•Passed away
•Passed on
•Is no longer with us
•Expired
•Departed
•Deceased
Just as we can say died in a softer or more positive way—a way that suggests movement to a better
place, for example—we can also say it in a cruder or more negative way, like one of the following:
•Croaked
•Kicked the bucket
•Bit the dust
When we replace a positive or neutral expression with one that is negative or unpleasant, we're using a
dysphemism.
One way to remember the difference between these two terms is to imagine them mathematically:
- Euphemism: a milder or more positive expression used to replace a negative or unpleasant one
- Dysphemism: replacing a neutral or positive expression with a negative or unpleasant one
- Euphemism: Positive replaces negative
- Dysphemism: Negative replaces positive
Euphemisms and dysphemisms are used more than ever these days, especially in advertising, the
media, and by politicians to influence our thoughts and feelings. Take, for example, the phrase used
cars. Used car dealers used to sell used cars—now they sell previously owned vehicles. See the
euphemism? The more pleasant phrase previously owned doesn't carry the suggestion of someone else
using—just owning.
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