Contextual euphemisms as a linguistic means of manipulative influence in texts of characteristics (based on the material of the German language)

Abstract

The article is devoted to the study of euphemistic units, with the help of which the expression of a positive assessment in the texts of German characteristics from a previous job is achieved. The purpose of our study is to identify the euphemistic nature of individual words and phrases functioning in these texts, as well as the reasons for the appearance of a veiled nomination necessary for the formation of a hidden assessment of the utterance. The scientific novelty of the study lies in the fact that for the first time words and expressions found in characteristics are considered in terms of their use to create a euphemistic effect and improve the formal evaluative orientation of the message. This approach makes it possible to expand the understanding of euphemization as a linguistic method of manipulative influence on the recipient. As a result of the analysis, it was revealed that, first of all, contextually conditioned euphemisms are used in the analyzed documents. These language tools, nominating the professional, business and personal qualities of a subordinate, are characterized mainly by ameliorative or neutral evaluation, which contributes to improving the professional image of an employee. To derive an implicit assessment in the semantic structure of lexical units, it is necessary to involve the cognitive context behind them, taking into account all the pragmatic parameters of the communicative situation.