Abstract
The purpose of this article is to research of the mechanism of appearance or disappearance of a component of value in the semantic structure of lexical units - words and word-combinations which are equivalents of words. These lexical units are considered from positions of cognitive linguistics, i.e. in their interrelation with the correlative units of a mental level such as concepts and notions. The possibility of use of sociological researches’ materials as linguistic sources for studying this and some other linguistic problems is proved in the article on concrete examples. Novelty and the scientific importance of work consist in it.