Abstract
The article examines the praised characteristics of the value concept "cunning" in humorous discourse. The author studies humor from the point of view of axiological linguistics. The research is based on the recordings and scripts of English stand-up comedies and sitcoms. The value concept "cunning" refers to one of the basic utilitarian values. The main components of the value concept “cunning” are smartness and insincerity. In humorous discourse the value concept "cunning" is praised primarily through the means which help to achieve a particular goal. The following main means of achieving various goals while actualizing the value concept "cunning" are analyzed in detail: the ways of avoiding problems, variable interpretation of events, finding an obvious / beneficial solution, distracting attention, fake stupidity and obvious lying. The article reveals that actualizing the value concept "cunning" can also be accompanied by the audience's applause in addition to laughter.
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