Euphemisms in advertising discourse: Putting on a positive face and maintaining speech etiquette

• Asıl Yazarlar: Elena A. Danilina (Yazar), Ekaterina E. Kizyan (Yazar), Daria S. Maksimova (Yazar)
• Materyal Türü: Kitap
• Baskı/Yayın Bilgisi: Peoples' Friendship University of Russia (RUDN University), 2019-03-01T00:00:00Z.
• Konular: article
• Online Erişim: Connect to this object online.

The study describes advertising discourse as unique in terms of its manipulative potential and attempts to observe the way euphemistic units are used in English commercial and social advertising. The authors highlight the two key functions: a 'call-to-action' function of commercial ads and...