LINGUOPRAGMATIC MECHANISMS OF EUPHEMISTIC AND METAPHORICAL EXPRESSIONS IN INSTITUTIONAL DISCOURSE

Abstract

The article explores the linguopragmatic mechanisms underlying the use of euphemistic and metaphorical
expressions within institutional discourse. It aims to identify how these linguistic devices contribute to shaping
communicative intent, mitigating directness, and maintaining politeness in professional and formal contexts.
Euphemisms and metaphors are viewed not merely as stylistic ornaments but as pragmatic strategies
reflecting social norms, cultural values, and institutional hierarchies. Drawing on theories of speech acts,
cognitive metaphor, and politeness principles, the study analyzes authentic discourse samples to uncover
how indirectness and conceptual substitution operate to achieve communicative goals. The research also
highlights how these mechanisms facilitate interpersonal harmony, reduce communicative tension, and construct
persuasive or diplomatic meanings. The findings are relevant for understanding discourse pragmatics
in education, media, and administration, where linguistic choices serve both functional and social purposes.