Pejoration (pejorisation, degeneration)
1. Usually due to an unnamed metonymy
2. Example: Egregious 'outstandingly good' -> 'outstandingly bad'
3. Example: Silly 'holy, saintly' -> 'happy, prosperous' -> 'foolish'
4. Example: Lewd 'ignorant' -> 'depraved'
5. Example: Wench 'girl' -> 'wanton woman, prostitute'
6. One change can follow another
7. Meaning becomes more negative