THE PRAGMATIC AND IDEOLOGICAL IMPLICATIONS OF EUPHEMISMS IN POLITICAL CAMPAIGN LANGUAGE

Аннотация

Euphemisms are a strategic component of political language, particularly during election campaigns where image, perception, and persuasion are paramount. This paper examines how euphemistic expressions are pragmatically used to perform speech acts that conceal ideological positions, manipulate voter perceptions, and frame political agendas in a more favorable light. Drawing on speech act theory, pragmatics, and critical discourse analysis, the study explores how euphemisms are employed not just to soften offensive or controversial messages, but to strategically obscure political realities. Through analysis of campaign speeches, slogans, and media messaging, the paper reveals the ideological mechanisms at work behind seemingly innocuous language and discusses its implications for democratic engagement and informed voting.