EUPHEMISMS AS A TYPE OF SECONDARY NOMINATION

Secondary nomination refers to the process of indirect naming, where a term is used to replace another, often to mitigate its harshness or to avoid taboos. Euphemisms are a key example of this phenomenon, serving as polite or softer alternatives to terms that could be perceived as offensive, crude, or unpleasant. The article examines the role of euphemisms in various social contexts, such as death, bodily functions, and social status, illustrating how they reflect cultural norms and social sensitivities. By analyzing several examples, the study demonstrates how euphemisms serve to preserve social face, manage embarrassment, and uphold societal values.