I think the reason that swearing is both so offensive and so attractive is that it is a way to push people's emotional buttons, and especially their negative emotional buttons. Because words soak up emotional connotations and are processed involuntarily by the listener, you can't will yourself not to treat the word in terms of what it means.
From Steven Pinker
When people talk, they lay lines on each other, do a lot of role playing, sidestep, shilly-shally and engage in all manner of vagueness and innuendo. We do this and expect others to do it, yet at the same time we profess to long for the plain truth, for people to say what they mean, simple as that. Such hypocrisy is a human universal.
From Steven Pinker
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