A euphemism is used as an alternative to a dispreferred expression, in order to avoid possible loss of face: either one's own face or, through giving offence, that of the audience, or of some third party.
Allan and Burridge
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A euphemism is used as an alternative to a dispreferred expression, in order to avoid possible loss of face: either one's own face or, through giving offence, that of the audience, or of some third party.
Allan and Burridge

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[Face is] something that is emotionally invested, and can be lost, maintained, or enhanced, and must be constantly attended to in interaction.
Brown and Levinson