Euphemia as a means to describe properties and effect of anti-aging skin care products in English and Russian advertising text (a case study of Cosmopolitan)

The article studies euphemisms that are used in the advertising texts of anti-aging face skin care products in the English and Russian editions of Cosmopolitan. The main reason of euphemism popularity in the skin care product advertisements is an attempt to avoid negative associations with aging process and to prompt a customer to buy the product. The paper presents a comparative analysis of euphmisms in the ad texts in the English and Russian languages. The euphemisms that describe the properties and the effect of the skin care products are found in the course of studying the phenomenon. The author makes the conclusion that the euphemisms are more widely used in the anti-age product advertising in the Russian language.