Could someone help me with deterioration and elevation? I get what they mean but can't really apply them?
Eg. I get that 'hussy' used to have the denotation of 'housewife' but now 'promiscuous woman'; so has deteriorated? because it has a \ pejorative associations?
But I don't really get the other examples such as:
Coke (old denotation- coca cola beverage), (new denotation - any cola beverage) so could someone explain which one it is and why?
Thanks!
I would argue that 'coke' has in fact undergone commonisation, whereby the brand name 'Coca Cola', shortened to 'coke', has come to be used to refer to any cola beverage. Similar case with the Australian slang term 'sheila', meaning a girl, whose origins stem from the actual girl's name 'Sheila'.
Since I'm no good at explaining things, I'll give you some examples of the terms you mentioned

Semantic elevation: 'wicked', previously denoting something sinister and unholy, is now akin to things that are 'awesome'. Its meaning has come to adopt a more positive connotation.
Semantic deterioration: 'odour', previously possessing neutral connotations, is now often used to describe unpleasant smells. Its meaning has thus become tainted, and can no longer be said without evoking unpleasant associations.