That is the opposite of euphemism. Not the opposite meaning, but the opposite dynamics - not substituting a term but allowing the meaning of a term to deteriorate.
Euphemism - substituting a gentler word to describe an unpleasant situation or environment.
Anti-euphemism - the deteriorated association of a term due to its usual and persistent usage.
What I am thinking are the words dysphemism - deteriorated reputation, and pejoration, having a few modes of dynamics:
- Pejoration - a word having gone thro deterioration and applying that deteriorated word pejoratively (e.g. retard, unique, the n-word, the fag-word)
- Pejoration - an euphemism evolving into dysphemism, due to basic unpleasant application of the word (e.g. toilet)
- using an immutably unpleasant word pejoratively (e.g. You are full of sh!t)
Examples of dysphemistic deterioration (i.e., pejoration) of words:
The word toilet in American English. Toilet was meant to be an euphemism for a smelly room because "toilet" actually means "dressing room".
Hence, "You smell like a toilet." Perhaps, one day we will witness the pejoration of the meaning of the phrase "You smell like a bathroom" in American English.
The boy has unique qualities. Retarded children. - these used to be pleasant euphemism, but their use have deteriorated due to the basic negative association society has on the subjects they describe.
Perhaps, as purported, the pejoration of the word camp-followers due to the following process
- Using camp-followers euphemistically to denote prostitutes.
- Due to the basic negative subject, the phrase camp-followers pejorates.
- The reversed polarity due to pejoration, the phrase is now a dysphemism.