Euphemisms as a linguistic phenomenon and their role in cross-cultural communication

Gerasimenko Darya

The present article considers euphemisms as a linguistic phenomenon and describes their role in ensuring an effective cross-cultural communication. It provides definitions of euphemisms suggested both by Russian and foreign researchers, and refers to linguistic studies dealing with the classification of euphemism as a linguistic phenomenon. The author considers various spheres of euphemisation of linguistic reality. These include among others the names of physiological processes and conditions, negative economic and social developments and war actions, and also the names of vulnerable populations such as the elderly and the disabled, and of certain professions. The article highlights the importance of euphemisms for a successful communicative act and defines their role in the process of global cross-cultural communication.

Keywords:euphemism, cross-cultural communication, politeness strategy, linguistic unit, communicative act.