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Sir James George Frazer (1854–1941). The Golden Bough. 1922.

Page 259

be replaced by others. Persons who uttered these forbidden words were looked on not only as grossly rude, but even as felons; they had committed a capital crime. However, these changes of vocabulary are confined to the district over which the deceased king reigned; in the neighbouring districts the old words continue to be employed in the old sense.
  The sanctity attributed to the persons of chiefs in Polynesia naturally extended also to their names, which on the primitive view are hardly separable from the personality of their owners. Hence in Polynesia we find the same systematic prohibition to utter the names of chiefs or of common words resembling them which we have already met with in Zululand and Madagascar. Thus in New Zealand the name of a chief is held so sacred that, when it happens to be a common word, it may not be used in the language, and another has to be found to replace it. For example, a chief of the southward of East Cape bore the name of Maripi, which signified a knife, hence a new word (nekra) for knife was introduced, and the old one became obsolete. Elsewhere the word for water (wai) had to be changed, because it chanced to be the name of the chief, and would have been desecrated by being applied to the vulgar fluid as well as to his sacred person. This taboo naturally produced a plentiful crop of synonyms in the Maori language, and travellers newly arrived in the country were sometimes puzzled at finding the same things called by quite different names in neighbouring tribes. When a king comes to the throne in Tahiti, any words in the language that resemble his name in sound must be changed for others. In former times, if any man were so rash as to disregard this custom and to use the forbidden words, not only he but all his relations were immediately put to death. But the changes thus introduced were only temporary; on the death of the king the new words fell into disuse, and the original ones were revived.
  In ancient Greece the names of the priests and other high officials who had to do with the performance of the Eleusinian mysteries might not be uttered in their lifetime. To pronounce them was a legal offence The pedant in Lucian tells how he fell in with these august personages haling along to the police court a ribald fellow who had dared to name them, though well he knew that ever since their consecration it was unlawful to do so, because they had become anonymous, having lost their old names and acquired new and sacred titles. From two inscriptions found at Eleusis it appears that the names of the priests were committed to the depths of the sea; probably they were engraved on tablets of bronze or lead, which were then thrown into deep water in the Gulf of Salamis. The intention doubtless was to keep the names a profound secret; and how could that be done more surely than by sinking them in the sea? what human vision could spy them glimmering far down in the dim depths of the green water? A clearer illustration of the confusion between the incorporeal and the corporeal, between the name and its material embodiment, could hardly be found than in this practice of civilised Greece.