EN
The paper scrutinizes several linguistic issues which are crucial for understanding the role of a crisis as a driving force for total revision of the axiological hierarchies. Pragmatics of the key terminology, verbalization of the modern valuable ideas and parallelism of the traditional and non-traditional values are in the centre of the study. Development of the values ‘old age’, ‘life’, ‘health’ in Russian and Bulgarian languages serves as an illustration for the theoretic matters.