This series of articles discusses common logical fallacies (fallacy), stratagems, and language tricks. Its goal is to inform the skeptical reader on how to spot them, avoid them, and not fall victim to manipulation. This article discusses the use of euphemisms and weasel words, which are both particularly common in political discourse, marketing commercialese, corporate language, political correctness, and numerous other fields.

Euphemisms are words or phrases used as substitutes for more direct or potentially offensive terms. They are employed to convey a particular meaning or concept in a milder and socially acceptable manner. Apart from the general understanding of euphemisms, they can also be described as serving several individual purposes, including the following: 

• politeness or adaptation to cultural norms: saying seniors instead of old people or visually challenged instead of blind;
• sensitivity or avoiding cultural taboos: passed away instead of died or adult entertainment instead of pornography; 
• business communication and eschewing personal language: your contract has been terminated instead of you are fired or preowned instead of second-hand.

Weasel words, on the other hand, are words or phrases which are intentionally vague or misleading, and are often used to create a certain impression without actually providing any substantive information. This form of language is employed in various fields which potentially benefit from ambiguity and unclear communication, including – but not limited to – marketing, politics, business, journalism, law, religion, and even science communication. The following words and phrases are examples of weasel language in some of the disciplines:

• business & marketing: recommended by experts – who are they and what makes them experts? Or a premium product/brand – but what does “premium” mean and how exactly is it different?
• politics: efforts are being made – an unclear commitment or we regret something – a non-apology.
• journalism: allegedly – a phrase used to make unverified claims; the use of hypothetical could or might to indicate an outcome, as in the new bill could increase taxes.
• science: some studies suggest – implies that there are studies supporting the claim but does not specify the quality or quantity; the use of vague language as in scientists speculate or there may be a correlation between X & Y.

Taking these examples into consideration, it might be tempting to ask what the difference between euphemisms and weasel words really is. After all, they are both linguistic tools used to manipulate the language and blur the meaning. However, they differ in their specific goals and, which is more important, intentions. While weasel language aims to destroy clarity and evade responsibility, euphemisms are just milder and usually more socially acceptable terms.

In fact, euphemisms can be used as weasel words and vice-versa. If a TV presenter uses the term child abuse, the goal of using this euphemism is not to disturb younger audiences watching the program. Longman Dictionary of Contemporary English Online defines the noun abuse as “cruel and violent treatment,” which is a vague definition and leaves room for speculation [1]. However, if a perpetrator of the crime uses the same term in a public statement, it is an attempt to avoid responsibility for the real act, which is often the systematic rape and torture of a child or children.

Similarly, many other phrases can be seen as either euphemisms or weasel language depending on the context and intentions. Some examples include collateral damage (civilian victims), mature content (violence/pornography), enhanced interrogation (torture), between jobs (unemployed), reeducation (political imprisonment) or freedom fighters (terrorists).

Being able to spot manipulative language is an essential skill in the information-driven age, when political forces, media companies, and PR agencies employ spin doctors and content manipulators to control the language describing our reality. Euphemisms are usually used to adapt communication for sensitive audiences, while weasel words are a means to hide facts and avoid responsibility. When an informed and skeptical reader spots a suspicious or unclear phrase, he or she will do well to take a pause and try to figure out the underlying intention.