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are often deliberately chosen to convey a specific message or create a certain impression.

* meatpacking company for 'slaughterhouse' (avoids entirely the subject of killing)
* natural issue or love child for 'bastard'
* let go for 'fired/sacked'

Cockney rhyming slang can be used to soften offensive language. For instance, calling someone a berk is less harsh than using the more explicit cunt. Berk is derived from Berkeley Hunt,

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