A noa-name is a word that replaces a taboo word, generally out of fear that the true name would summon the thing. The term derives from the Polynesian concept of noa, which is the antonym of tapu (from which derives the word taboo) and serves to lift the tapu from a person or object.

A noa-name is sometimes described as a euphemism,^[1] though the meaning is more specific; a noa-name is a non-taboo synonym used to avoid bad luck,^[1] and replaces a name considered dangerous.^[2] The noa-name may be innocuous or flattering, or it may be more accusatory.^[3]

Examples

• In the Germanic languages, the word for 'bear' was replaced with a noa-name meaning 'brown': Proto-Germanic *berô, with descendants including Swedish björn, English bear, German Bär and Dutch beer.^[3]
• In Swedish, the word ulv ('wolf') was replaced by varg ('stranger').^[3] The spirits of the hearth, tomte (corresponding to the Scottish brownie, or the Cornish pixie), were known as nisse, 'dear little relatives'.
• In English, the Devil has been referred to by a variety of names (e.g. 'Old Nick', 'Mr. Scratch') to avoid attracting his attention through his name.
• In Irish folklore, Fairies are referred to as 'the little people' or 'the good people'.
• In Greek legend, the Erinyes (the Furies, the spirits of revenge) were commonly known as the Eumenides ('the benevolent ones').^[4] Additionally, Hades, god of the underworld, was usually referred to with euphemisms like Ploútōn ('the wealthy one') in order to avoid attracting his attention.
• In Jewish culture, it is forbidden to speak the name of God (represented as YHWH) and the noa-name adonai, 'my lord', or HaShem, 'the Name', is used instead.
• In Finnish, there are several noa-names for karhu (bear), used instead of calling the animal by its name and inadvertently attracting its attention. The word karhu itself is a noa-name, to avoid using the original (and now relatively uncommon) words otso or ohto. (See Finnish mythology.)
• To avoid the negative connotations of the left side and left-handedness, most Romance languages created noa-names to avoid Latin sinister: see French gauche, Spanish izquierdo, Romanian stângă. Also Greek created ἀριστερός (aristeros), a derivation from ἄριστος (aristos, "best") to avoid λαιός (laios).^[5]