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.
Steven PinkerConsciousness turns out to consist of a maelstrom of events distributed across the brain. These events compete for attention, and as one process outshouts the others, the brain rationalizes the outcome after the fact and concocts the impression that a single self was in charge all along.
Steven PinkerThe stuff of life turned out to be not a quivering, glowing, wondrous gel but a contraption of tiny jigs, springs, hinges, rods, sheets, magnets, zippers, and trapdoors, assembled by a data tape whose information is copied, downloaded and scanned.
Steven PinkerSemantics is about the relation of words to thoughts, but it also about the relation of words to other human concerns. Semantics is about the relation of words to reality - the way that speakers commit themselves to a shared understanding of the truth, and the way their thoughts are anchored to things and situations in the world.
Steven Pinker