It’s so frustrating: you know what you want to say – even the word you need – yet you also know that you can’t write what you need to say! Never fear. There is a tool for the job: euphemisms; those politically correct examples of words that politely say what you would rather have said without the added airs and graces of political awareness. Advertising copy is full of them. Some brands like FCUK™ cleverly use euphemisms as part of their positioning to offer youth the chance to wear on their sleeve the thought that is in their mind. Providing your euphemisms don’t ‘muffle’ your message with insincerity, go ahead and fool around.