Euphemismen in der werbung [Aticol]

Abstract

In this article we propose to analyze euphemisms in advertising texts. From the multitude of advertisements that circulate in the virtual space of the Internet, we focused on some of the most common ones. We were mainly interested in the linguistic message conveyed in German advertising texts and did not focus on the images. Advertising slogans are formulated with the intention of being easy to understand and easy to remember so that people want to buy them. We selected spheres such as cosmetics, hygienic products, food, etc. to research how the social taboo favors the use of euphemisms in certain advertising texts.