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The novelty of our investigation lies in the new approach of the cognition of the conceptual world view behind the language through euphemisms.

The actuality of the paper is defined by the necessity to study the nature of euphemistic mapping from source domain to target domain.

The practical value of the paper consists of the application of the results of the investigation in the course of stylistics, text interpretation, theory and practice of translation.

The following methods have been applied:

    descriptive;comparative analysis of literature on stylistics, phraseology, semaseology, psycholinguistics;analysis of euphemistic, stylistic projections in the English literature.

The materials of our study are:

    examples from classical English literature;Russian – English dictionaries.

Approbation of the paper was reported at the Scientific Conference held at the East – Kazakhstan State University in April, 2009.

Our hypothesis is that the notion of euphemistic mapping can be referred not only to the sphere stylistic devices, but it can be accepted as a universal means of the cognition of the world. Euphemisms intercepted from different sources underwent thorough linguistic and stylistic analysis.

The first part presents theoretical backgrounds of euphemistic mapping: the origin, evolution, etymology, taboos and euphemisms. Euphemisms being defined as a linguistic phenomenon have direct reference to stylistics where it is defined as a stylistic means.

The second part contains the information about semantic world behind euphemisms. Classifications of euphemisms on the semantic principle.

The third part is devoted to stylistic analysis of new nominated euphemisms, their pejorative coloring. Different feelings and emotions are involved into the process of euphemistic mapping. The description of the procedure of the formation of euphemisms is closely connected with the psychological aspect of their study.

We came to the conclusion that euphemistic mapping is found in all spheres of our life. Euphemisms, which are meant to soften the impact of the pressure of the situation on the speaker, call immediately a line of synonyms from which we choose the world with pejorative coloring.

They may be used to denote the feeling of fear, shame, odium.

The opposition to euphemisms there are so-called dysphemisms, the words which are used to aggravate the situation to make it more offensive. These words become dominating in the English vocabulary. Their negative connotations make people narrow their local world view up to dominating negative impression over positive ones.

Our hypothesis was justified. It is really a universal means of the cognition of the objective global world. With euphemisms we connect very positive emotions that make our life easier and happier. 1 LINGUISTIC ASPECT OF EUPHEMISMS IN MODERN ENGLISH

      Conceptual world view behind euphemisms

World view is the result of spiritual world of man, his reconsideration of the objective world values. The world image comes to a human being in the process of perception, evaluation, understanding inner spiritual work. It is possible to build up a typology of language and conceptual world views. It only depends on the fact that who the subject of perception is: an adult or a child. The object of perception may be global or local world view. Global world view is presented by philosophical, scientific, religious world views. Local world view is presented by sociological, informational, physical, artistic world views. Scientific world view isn’t stable; its present state is the ideal state of the present characteristic of the stage of scientific development and achievements. It changes historically with the change of paradigm of knowledge.

Conceptual world view is very rich; it covers a lot of things. It contains and consists of different communicative types of thinking, verbal and nonverbal things. It goes back to Humboldt’s philosophy of the essence of the language. According to Humboldt, any language is the spirit of the people speaking it. This probably is based on the fact that the inner forms of the language and the conceptual world view behind the language are connected and realized through the language. Language participates in two processes:

    It forms the world view behind the language;It reflects and expresses other world views.

Language is a complicated thing. It is variable, changeable, unstable, but it contains some stable elements contributing to a better understanding among people.

The most important sphere of a man’s and a woman’s personality is the sphere of emotions. It is the sphere of psychology and emotive evaluations. Emotional world of a man is one of the local world views behind the language. The act of cognition is emotionally colored. Emotions cover all spheres of human activities. They are very important when we speak of a human’s factor in the language. The picture of the world isn’t only the world view behind the language, but first of all, it is the subjective world view of the real world created in the head of a man.

The objective world is endless, but a man is limited in the process of cognition. Any world view behind the language contains personal subjective cognition of the world. That is why we speak of personal, subjective interpretation of the objective world. The language world view may be investigated in two aspects:

    Static;Dynamic

The first presents the world view behind the language as the result of the process that has already taken place. The second approach helps to understand how the world view behind the language is formed with the help of different language means. A man is a dynamic active human being. He fulfills three different types of


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