“Friday cannot be black!”: Euphemizing a religious taboo through translation

This paper is the first to describe Black Friday in Turkey as a taboo from perspective of translation studies. It intends analyze euphemistic strategies employed by national and international companies that conduct business aims find out whether their euphemisms potentially assist them marketing products. The corpus study consists 15 Turkish translations ‘Black Friday’, which were retrieved websites 27 companies. analyzed consideration Warren’s (1992) classification euphemism procedures. analyses revealed predominantly adopted two strategies: overstatement implication. 16 observed use ten employ implications concerning describers (companies), described (Friday), event (Black Friday). Only one company was found have borrowing strategy. concluded euphemized ‘taboo’ phrase proved beneficial removing or replacing socioculturally unacceptable components helped featured companies’ campaigns be culturally socially more acceptable they increased sales profits just un-euphemized did other parts world.