У статті проаналізовано стилістичні функції евфемізмів у мові ЗМІ. Характерним для мас-медіа є особливий ефект евфемії як можливість уникати конфліктів та незручностей, створювати комічні ситуації та маніпулювати аудиторією.
The author touches upon theproblem of euphemisms, analyzes it in functional and stylistic aspect, using as an example social and political articles of the Ukrainian daily newspaper Ukrayina Moloda. The research is based on the previous scientific achievements in the field of euphemia connected with practical stylistics, lexicology, semantics and other spheres of linguistics, especially medialinguistics. The great attention is paid to the functions of euphemisms and motives of euphemization, according to which this language phenomenon is used to avoid conflicts between the author and recipient toward age, race, sex, health status, social status, appearance etc. The author also points that euphemisms may be introduced to analytical articles with some ideological aims or even to create comic, ironic or sarcastic impression. Using such words is more emotionally exciting than direct nominations because to understand them we need to make some creative affords in reproduction of association chains, moreover there are a lot of inte&resting means of euphemization. In the article is proved that euphemisms may perform a manipulative function, cause they can viel facts and events on different occasions such as: economical, political, moral, philosophical, cultural, educational, hou&sehold ect. Summing up the narrator says that there are a lot of different functions of euphemisms in mas media that require further research, cause it is extremely valuable layer of Ukrainian vocabulary.
В статье проанализированы стилистические фун&кции эвфемизмов в языке СМИ. Характерным для масс-медиа является особенный эффект эвфемии как возможность избегать конфликтов и неудобств, создавать комические ситуации и манипулировать аудиторией.
