Abstract
When neological adjectives derived from proper names cease to be relational to become qualitative, one is in the presence of a reduction in the intension of the basic notional domain to a class of stereotypical properties which support the metaphor that often has a disproportion effect (Corbin et al., 1993). Mentioned effect excludes, it seems, the mitigation. Being opposite to this fast conclusion, this paper aims to consider the possibilities of using proprial neological adjectives for the purposes of euphemisation. Analyzing the corpus of articles of French online press, we check the hypothesis that proprial neologisms can serve an understatement, thanks to the fact that although the basic proprionyme has pejorative connotations, the adjective that derives bypasses somehow unpleasant ideas.
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