Provider: - Institution: - Data provided by Europeana Collections- Politički diskurs današnjice pomno je razrađena vrsta diskursa u kojemu se pojavljuju mnogi jezični oblici koji za cilj nemaju samo prenošenje informacija, već ponekad i mijenjanje stavova i mišljenja slušatelja. Eufemizmi su oduvijek dio političkog diskursa, a ovaj rad pokušava rasvijetliti kognitivne mehanizme koji su u pozadini nastanka eufemizama u govorima o ratu dvaju predsjednika SAD-a, bivšeg predsjednika Georgea W. Busha i sadašnjeg predsjednika Baracka Obame. U većini dostupne literature o eufemizmima metafora i metonimija spominju se kao načini tvorbe eufemizama, a zato što se ove dvije kognitivne i konceptualne pojave već desetljećima smatraju integriranim dijelovima ljudske misli, zaslužne su za tvorbu većine spomenutih eufemizama, koji su izdvojeni iz govora dvaju predsjednika te podijeljeni u skupine prema temi eufemizacije i kognitivnim mehanizmima koji su u pozadini njihova nastanka – konceptualnoj metonimiji i metafori. Malo je dostupne literature koja povezuje jezičnu pojavu eufemizma s kognitivnom lingvistikom, a ovaj rad to povezuje i kroz kognitivne mehanizme zaslužne za nastanak eufemizama u govorima o ratu dvaju predsjednika SAD-a rasvjetljuje svrhu i ciljeve njihove uporabe, njihove učinke na stavove i mišljenja slušatelja kroz Fillmoreovu semantičku teoriju okvira, te njezinu kasniju adaptaciju američkom političkom diskursu Georgea Lakoffa.Teme koje su za oba predsjednika SAD-a tabu, neugodne, neprikladno predstavljene ili ih doživljavaju kao prijetnje za svoj obraz su: rat, vojska i vojnici i smrt. Konceptualna metonimija je kognitivni mehanizam koji je prevladavajući u nastanku eufemizama za ove tri najučestalije eufemizirane teme kod oba predsjednika, a slijedi ga konceptualna metonimija.- Modern political discourse is a carefully elaborated type of discourse containing numerous language forms, whose purpose is not only to transfer information, but also occasionally to change listeners' attitudes and opinions. Euphemisms have always been an inseparable part of political discourse, and this paper attempts to explain cognitive mechanisms underlying the occurrence of euphemisms in speeches on war by two presidents of the USA, the former president George W. Bush and the current president Barack Obama. In the majority of the available resources on euphemism, metaphor and metonymy are listed as devices of euphemism formation, and since these two cognitive and conceptual phenomena have now for decades been regarded as integrated parts of human thought, they are in charge of the formation of the majority of the mentioned euphemisms that have been extracted from the speeches of the two presidents, and divided into groups according to the topic of euphemisation and cognitive mechanisms underlying their occurrence – conceptual metonymy and metaphor. There is little available literature that links the language phenomenon of euphemisms with cognitive linguistics, and that is precisely the purpose of this paper: to illuminate the purpose and aim of the use of euphemisms in the speeches of the two presidents via cognitive mechanisms in charge of their occurrence, as well as their effects on listeners’ attitudes and opinions, with the help of Fillmore's semantic frame theory, as well as its later adaptation to the American political discourse by George Lakoff. The topics that both presidents consider either taboo, unpleasant, inappropriately presented, or they see them as threats to their face are: war, army and soldiers, and death. Conceptual metonymy is the cognitive mechanism that is prevailing for these three most commonly euphemised topics in the speeches of both presidents, and it is followed by conceptual metaphor.- All metadata published by Europeana are available free of restriction under the Creative Commons CC0 1.0 Universal Public Domain Dedication. However, Europeana requests that you actively acknowledge and give attribution to all metadata sources including Europeana