Linguocultural component “nature” of brand names in Chinese advertising discourse

The article reveals the linguocultural component “nature” based on brand names in the Chinese advertising discourse. Brand naming has traditionally been studied as an element of advertising discourse. The topicality of the research is determined, firstly, by the poor study of brand naming from a pragmatic point of view, and secondly, by the identification of linguo-pragmatic features, the characteristics of which can be traced in the advertising discourse. The purpose of the work is to describe the linguocultural component “nature” in brand names in the Chinese advertising discourse. The authors briefly outline the linguocultural components, which are represented by certain elements of nature, namely, mythical creatures, real animals, plants, as well as some elements of inanimate nature. The main focus is on the interpretation of images of mythical creatures, animals and plants from traditional plots of Chinese art, myths and legends. The research results contribute to the development of the theory of advertising discourse; they can be applied by researchers in the field of linguoculturology, cognitive linguistics, as well as the theory of intercultural communication.