Precedent names as euphemisms

The article describes the usage of precedential names as a way of euphemistic substitutions in modern Russian and German print media. The precedential names` pragmatic characteristics are described on examples. The analysis of the language material allows to conclude that the precedential name as an euphemism is a kind of cultural marker that is understandable to all native speakers. This criterion prevents the distortion of the original information, reducing the negative impact of stigmatic denotation.