Using two cases of neologization created by way of semantic sliding in the recent discourse in the French press, this reflection proposes to analyze the mechanisms of semantic evolution and the process of euphemization that underlies them by their functioning in discourse. One, “tax optimization” arises from the political sphere and being commented on afterwards in the media. The other one, “neighborhoods” emanates from the press and corresponds to the euphemistic designation of certain suburbs without using adjectives such as “popular,” “difficult,” or “disadvantaged.” Although the enunciative source, the recipient, and the medium play leading roles in this pragmatic-enunciative orientation, we shall especially attempt to show that it is the dynamics of movement that induces specific meaning effects.