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euphemism & dysphemism (quoted from 'New Oxford American Dictionary')

euphemism  | ˈyo͞ofəˌmizəm |  noun a mild or indirect word or expression substituted  for one  considered to be too harsh or blunt when referring to  something  unpleasant or embarrassing : “downsizing” as  a  euphemism   for  cuts .  The opposite of  dysphemism . dysphemism  | ˈdisfəˌmizəm |  noun a  derogatory  or unpleasant term used instead of a pleasant or neutral one, such as “loony bin” for “mental hospital.”  The opposite of  euphemism .