Linguoculturological component of “color symbolism” in Chinese brand names

The authors consider the linguoculturological component of “color symbolism” based on considering the material of brand names in Chinese advertising discourse. Brand naming is traditionally studied as an element of advertising discourse. The need for research is due to that brand names are poorly examined in terms of their linguo-pragmatic features. The objective of the research is to describe the linguoculturological component of “color symbolism” in brand names in Chinese advertising discourse. The article deals with brand names in which color lexemes have additional connotations, such as purity, stability, trust, exclusiveness, peace, festive mood, etc. The research focuses on the interpretation of the images of mythical creatures, animals, and plants, the symbolic meanings of which are intertwined with the traditional plots of Chinese art, history and myths. The results of the study contribute to the development of the theory of advertising discourse and can be applied by researchers in the field of linguoculturology, cognitive linguistics, as well as the theory of intercultural communication.