Revisit Euphemisms from the Perspective of Intentionality

This paper studies the role of intentionality in the process of generating euphemisms. Intentionality, as the key to human consciousness activities, is not only the starting point of the language user’s consciousness activity related to euphemism generation, but also functions through the whole generating process. Its functions can be specified as triggering, orientation, and selection. Collective intentionality restricts individual intentionality and has the function of identifying and integrating individual intentionality. Under the effect of collective intentionality and social environment, the euphemisms are renewed with the time and bear features unique to a particular group.