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English words as euphemisms in Spanish fashion

Anglicisms, a persuasive stylistic strategy in Spanish fashion magazines

Published online by Cambridge University Press:  02 March 2016

Marisa Diez–Arroyo
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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?

Type
Research Article
Information
English Today , Volume 32 , Issue 3 , September 2016 , pp. 30 - 39
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Copyright
Copyright © Cambridge University Press 2016 

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List of Magazines:

Hola! “Prêt-à-porter”. Otoño–invierno 2013–14 . 2013, September.Google Scholar
¡Hola! “Prêt-à-porter”. Primavera–verano 2013 . 2013, March.Google Scholar
¡Hola! fashion N° 8 . 2013, March.Google Scholar
¡Hola! fashion N° XI . 2013, September.Google Scholar
Elle Fashion Book otoño/ invierno 2013–14 . 2013, September.Google Scholar
Elle Fashion Book primavera/ verano 2013 . 2013, March.Google Scholar
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Vogue colecciones. Otoño/ invierno 2013–14 . 2013, September.Google Scholar
Vogue colecciones. Primavera/ verano 2013 . 2013, March.Google Scholar