Linguoculturological components “cultural values”, “anthroponyms” and “figures and numbers” in Chinese brand names

The authors of the article consider such linguoculturological components as “Cultural Values”, “Anthroponyms” and “Figures and Numbers” on the basis of brand names in Chinese advertising discourse. The objective of the work is to describe these linguistic and cultural components in brand names in Chinese advertising discourse. Advertising discourse incorporates many elements, one of which is brand naming. The brand names include such traditional cultural values of the Chinese people as peace, harmony, happiness, prosperity, family, welfare, luck, etc. The linguoculturological component “Cultural Values” is closely connected with the traditional Chinese culture of collectivism; the linguoculturological component “Anthroponyms” reflects the traditional family values and serves as an indicator of stability and high quality of products; the linguoculturological component “Figures and Numbers” indicates the special significance of numbers in Chinese linguoculture. This article continues a series of studies related to advertising discourse, linguoculturology, cognitive linguistics, and the theory of intercultural communication.