Euphemisms Functioning in Advertising Discourse (by the Material of the French and Russian Languages)

Abstract

The article provides an analysis of euphemisms, both usual and occasional, which allows revealing pragmatic orientation of these linguistic units. The research objective is as follows: to reveal specificity of euphemisms functioning in commercial and social advertising discourse by the material of the Russian and French languages. The author considers a highly specialized problem of euphemisms functioning in advertising discourse, summarizes the existing studies on this issue, identifies previously unknown features of euphemisms, highlights their importance in modern society, and herein lies scientific originality of the research. The findings are as follows: the author reveals pragmatic orientation of euphemisms, evaluates the efficiency of their usage in advertising discourse.