EUPHEMIZATION OF THE CONCEPT “LOVE” IN CONVERSATIONAL AND BELLES-LETTERS FUNCTIONAL STYLES OF THE ENGLISH LANGUAGE

The article deals with functioning of euphemisms of the lexico-semantic field “Love” in different functional styles of the English language. Using of euphemistic lexics in different functional styles is distinguished with a particular intension in the modern society. Appearing, developing and introduction of euphemisms in mass speech happens, first of all, with the help of fiction and television. In the system of stylistic devises euphemisms present a particular interest, because they are used in lots of spheres of communication and reflect changes of public orienting points in different areas of people's lives. Conversational functional style contains every day euphemisms. Semantic spectrum of using euphemisms is rather wide and touches upon all scopes of people's actions. Every day euphemisms describe a life of a person in his intimate, family scopes and a scope of daily living. In comparison with the conversational style, the belles-letters style is characterized by using euphemisms which make vulgar words sound better and more noble. In the works of J. Austen, D.H. Lawrence, J. Galsworthy we can find a plenty of euphemisms which replace the real context of those words which were impermissible in the literature works XIX- early XX century, because books were the source of morality. On the basis of euphemistic lexics in different functional styles of the English language it was found out that the aims of using euphemisms in the different styles are following the speech etiquette, smoothing an utterance, an attempt of a speaker to enhance his status in the interlocutor's eyes, an intention to avoid communicative disputes and also to facilitate a successful communication.