EUPHEMISTISCHE FORMULIERUNGEN IN DEUTSCHEN UND RUMÄNISCHEN WERBEANZEIGEN DER MEDIZININDUSTRIE. EINIGE ASPEKTE
EUPHEMISTISCHE FORMULIERUNGEN IN DEUTSCHEN UND RUMÄNISCHEN WERBEANZEIGEN DER MEDIZININDUSTRIE. EINIGE ASPEKTE

Summary/Abstract: In today's globalized, especially profit-oriented society the role played by economic factors is at least as important as the one of social aspects. Economic factors have an extremely important impact on the use of language for hidden and manipulative purposes. The use of euphemistic expressions in the language of advertising represents a specific way of influencing the public, which should help lead the customer's opinion to a certain direction.The present paper – based on the assembled corpus – aims to analyze one the hand, typical, repetitive patterns, on the other hand less frequent but expressive and linguistically remarkable evidences that proved to have research potential. Particular attention is paid to forms and functions of the discussed euphemistic elements.

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