APPROACHES TO STUDY EUPHEMISMS
The article discusses the features of studying euphemisms in the framework of various linguistic paradigms. The semiotic approach involves the study of euphemism as an indirect nomination and a kind of dual naming. The stylistic approach treats euphemism as a type of trope, a means of changing the style register. The semantic approach is represented by the semasiological variety which understands euphemism as a significative interpretation of the same denotative content and the onomasiological variety which focuses on the figurative basis of the euphemism. In the framework of the pragmatic approach, euphemism is considered as a speech act. New directions of euphemism research are determined: cognitive, linguocultural, and applied. The cognitive approach to euphemization is devoted to the issue of describing the conceptualization and categorization of knowledge by means of euphemism. This approach considers euphemisms in the aspect of transferring the interpretation of experience by various discursive means, reformatting knowledge. Such branches of knowledge as linguistic conflictology and linguistic expertise carry out applied research of euphemisms. In particular, the paper raises the question on whether the euphemisms carry negative evaluativeness and disapproving emotiveness. The question of the evaluation and emotivity of these units becomes the basis for conclusions about their invective potential, discrimination of certain groups of the population on national, sexual, and other grounds. The linguoculturological approach to euphemisms explores a complex of questions about the inclusion of cultural information in the meaning of a given language unit. Analysis of the semantics of euphemisms makes it possible to explicate the system of cultural anti-values. They are represented as targets for replacing an obscene name with a socially justified name. The semantics of euphemisms includes cultural connotations. The tradition of using euphemisms is culturally marked. The linguocultural interpretation sees a euphemism as a sign of culture. It is used as a material means of performing cultural practices. Euphemisms implicitly represent a system of norms and prohibitions, cultural attitudes and standards that are reconstructed based on pragmatic rules for the use of these units. Euphemisms are a means of cultural identification.