Abstract

Today in a globalized society the need for word substitutions while speaking on sensitive topics has increased. People search for milder alternatives to express their opinions whenever they feel their words might sound abrupt or offensive. These substitutions are called euphemisms.

At first sight one might suppose that these expressions are too ordinary, but in fact they possess a strong persuasive character. Thus, the subject of this article is to identify the main functions of euphemisms in modern society. The article also aims at determining which social and cognitive factors regulate our choice of these substitutions.

In the theoretical part of the research different views on the phenomenon are outlined.

The main method used in this work is descriptive analytical method, based on the description of euphemisms from theoretical point of view with the subsequent analysis of achieved results. Besides, the method of contextual analysis has been applied.

As data for analysis different euphemistic expressions have been studied.

An overall study shows that in modern life honest debate has turned into a rare phenomenon.

One of our assertions is that the use of euphemisms primarily presupposing good intentions so as not to hurt a listener’s feelings, in modern life has acquired completely a different purpose. Today people use euphemisms to sound more persuasive instead of simply sounding polite.

It should be noted that for a deeper understanding of the role of euphemisms they should be studied within a specific discourse. Thus this study will require a further look at the problem applying a more contextual approach to its analysis.

This work is licensed under a Creative Commons Attribution 4.0 License.