To the question of studying anthropomorphic euphemia in modern media texts

The topics that are forbidden or undesired for mentioning in public have always been present in human society. This led to the emergence of euphemisms in the language, which affects the new surge of interest among linguists towards studying the phenomenon of taboo, everything related to it that impact the relevance of this topic in the context of linguistic science. The subject of this research became the linguistic means assisting the creation of anthropomorphic euphemia. The study is conducted on the materials of modern media text, selected through the method of continuous sampling from the German online newspapers. Research methodology includes the use of contextual analysis, dictionary definitions analysis, component analysis, as well as the traditional methods of linguistic observation and description. The research is carried out from identifying and proving the hypothesis on a particular type of euphemia, namely anthropomorphic euphemia. The article analyzes the linguistic means from the German-language media texts, in which the authors of publications discuss the forbidden for German society topics and meanings. The novelty of this work consists in the new approach towards studying euphemisms and euphemia, as well as in introduction of the new term of anthropomorphic euphemia that implies a special selection of linguistic means, which appeal to internal and external qualities and characteristics of a human. The research result contribute to the development of lexicology and cognitive linguistics, as well as broaden the knowledge on euphemia.