Is there a term for something like "semiotic avoidance"?  For example:

* When mainstream companies send out emails, they try to reassure the reader that it isn't low-end spam, especially in the [way the subject is phrased](http://www.leadformix.com/blog/2013/09/top-100-spam-trigger-words-and-phrases-to-avoid/).
* Straight men have long tried to avoid looking effeminate, to avoid being seen as gay.  (but for other reasons too, especially femmephobia/misogyny)