It is assumed that masks exist in different forms in different cultures as well as that linguistic mask should be regarded as an expression of cultural grounding of language. From this perspective, it seems important to identify the culturally-determined aspects that happen to be shown or cover in linguistic expressions. Because the mask presents only selected aspects of a given concept / phenomenon, it may well change its axiological cargo. The research questions then include: what is the mask in language, does it foster communication, and how does it function in actual discourse?