SEMANTICS AND FUNCTIONAL NATURE OF EUPHEMISMS IN THE MODERN UKRAINIAN LANGUAGE: TRANSFORMATIONS, TRENDS AND CULTURAL DIMENSION

The article analyzes the semantic and functional features of euphemisms in the modern Ukrainian language. The authors examine in detail the processes of euphemization that have replaced the invective, swearing, vulgar, coarse, stylistically reduced vocabulary that has been openly dominating society since the early 90s of the twentieth century. The authors substantiate that the term “euphemism” is used to denote the euphony of speech. It is used for indirect, hidden, softened, polite designation of certain objects, phenomena, actions instead of their direct name. Thus, “euphemization” in the Ukrainian language is formed on the basis of the integral lexical and semantic system of the language and human knowledge based on personal and social experience.