PRAGMALINGUISTIC FEATURES OF THE POSITIVE SHIFT OF NEGATIVELY EVALUATED WORDS
DOI:
https://doi.org/10.5281/zenodo.17426387Abstract
This article analyzes the process of the positive shift of negatively evaluated words from a pragmalinguistic perspective. Drawing upon the theoretical views of scholars such as S. Ullmann, N. Arutyunova, and Y. Volf, the study demonstrates the dependence of evaluative change on social, cultural, and contextual factors. It highlights the role of communicative intention, speech situation, intonation, and social values in the process of evaluative amelioration. The author concludes that the positive shift of negative evaluation is not a purely linguistic but a pragmalinguistic phenomenon.
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