Аннотация:The article shows that the language taboo on pronouncing personal names, whichis usually described as a phenomenon typical of archaic cultures, is also characteristic of themodern Russian language, where names of older relatives usually are replaced by words dad,mother, grandfather, grandmother, uncle and aunt. In the XVIII and XIX centuries in Russiathere was a taboo on the use of names, patronymics and surnames of persons senior in civilor military rank. At present, it is preserved in the military sphere of communication, where it is forbidden to address by name or surname to senior in rank. The taboo phenomenon can alsobe an explanation of etiquette designation the respected interlocutor by Russian pronoun vy(ʻyouʼ pl.) instead of ty (ʻyouʼ sg.).