The speech euphemisation in mass media is caused by aspiratiton to avoid communicative conflicts which can occur at the too rectilinear nomination of object-matter and the phenomena. Frequent cases of euphemism usage are connected with subjective evaluativity, the speaker tries to give the recipient the information in such kind in which it is "profitable" to its sender. The more specific purpose of euphimisation is "veiling" of an essence of the matter. In the research we consider the informative two-planned character of euphemisms which forms a fine semantic base for the achievement of desirable pragmatical effect of the statement, for realisation of pragmatical set on influence that is actively used by modern French mass media. Euphemisms function in the language of French mass media is proceeding from principles of politeness, an interdiction, and influence on mass consciousness. The width of semantics of the used lexemes covers the essence of phenomena, providing pragmatical effect of media texts.