Cognitive dominants of Russian and Chinese linguoculture (using the example of precedent names of artifacts)

Problem statement. The research is carried out within the framework of linguoculturology. It is focused on the study of the relationship between language and culture, the manifestation of culture in language. Using linguoculturological methods, we identify common characteristics and differences in the peculiarities of national linguistic thinking represented by two linguistic cultures, Russian and Chinese. The purpose of the study is to determine the features of invariant perception of precedent names of artifacts in Russian and Chinese linguistic cultures. Research material: signs in Russian and Chinese containing precedent names of artifacts from fairy-tale works. The analysis methodology involves the following procedures: 1. Establishment of perception invariants that are nuclear for linguocultures. 2. Establishment of the pragmatic invariant of perception and its role in the primitive text of signage. 3. Comparison of the results obtained. 4. Definition of cognitive dominants of Russian and Chinese language consciousness. Research results and discussion. The paper analyzes 30 precedent units, which are the names of enterprises and are represented in signage. Their culturological content and the pragmatic meaning of signage as an advertising text are analyzed. Conclusions. The focus and scope of linguoculturology research is deeply connected with the “spiritual and cultural field of the nation”. The common cognitive dominants in the text of a fairy tale, represented by two cultures, Russian and Chinese, have been identified, namely: patronage, protection, and miracle.