Neologisms-euphemisms in the names of professions (based on the material of the French language)
DOI :
https://doi.org/10.33910/2686-830X-2025-7-4-191-196Mots-clés :
neologism, euphemism, neology of form, political correctness, valorization, mitigation of negative connotationRésumé
Nowadays, job advertising is developing in parallel with the development of high technologies. In an effort to attract job seekers, recruiters carefully develop their proposals and use all possible means to achieve the goal. The first sign of this desire can be seen in the names of professions: while some names correspond to the specialization of professions, others appear as euphemistic substitutes for the names of those positions that are insufficiently appreciated by society, which, however, does not meet the real neological need. Due to such neologisms, euphemisms, ads are characterized by opacity, which is due to their weak informational content and the influence of the advertising language. Most often, euphemisms in the names of professions are used to give importance or an attractive character to these positions, as well as, to a lesser extent, to soften familiar names, which most people treat negatively. Neologisms-euphemisms with the meaning of mitigation retouch the negative connotations that a part of society gives to the standard names of low-paying professions or professions that are underestimated in modern society. Through the periphrasis, new expressions are formed, which indirectly name low-status professions, highlighting their advantages. The purpose of euphemistic neologisms with the meaning of valorization is to enhance the value of traditional professions. New names are formulated in a sophisticated language that is more typical of advertising marketing than job offers. Employers tend to present the names of professions in the form of technical terms, of which the first refers to a duty, and the second indicates a specialty. The aim of our article is to investigate the factors influencing the euphemization of professional names in French, as well as the types of euphemistic neologisms.
Références
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