There is considered the realization of the principle of politeness in the language of Chinese womens printed media with the use of euphemisms. Special attention is paid to revealing the main thematic groups of euphemisms, suggested their typology on the basis of spheres of use.

There are described the Russian and Chinese units regarding the category of sexual relations, and the euphemisms used for it. There are enumerated some reasons for euphemisms use in sexual relations, analyzed the inner mechanism of a euphemism in this area, shown the moral motives of its use.