Visual Euphemism

Anyone from South Carolina knows what those large red dots mean. They signify liquor sales. Being from the bible belt, I know these people don’t like to have big signs for their liquor. Which is why this makes a perfect visual Euphemism.  

A euphemism is a generally harmless word, name, or phrase that substitutes an offensive or suggestive one.


A little history lesson:

“In the 1940s, the state [South Carolina] was forcing liquor stores to shrink their signs dramatically, so as not to advertise alcohol too blatantly. Stores were allowed to use lettering only a few inches high on doors or windows. A Charleston liquor store “highlighted” the tiny lettering with a dramatic red dot, and everyone else followed suit.”

The State, 01/01/2003, B2. See the SC Vertical File in Local History Room at the Main Library, under the heading “Alcohol.”

This entry was published on July 17, 2012 at 8:59 AM and is filed under Ongoing project. Bookmark the permalink. Follow any comments here with the RSS feed for this post.

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