Historical and Cultural Image of China in Nationally-Oriented Advertising

This article discusses multimodal ways of forming the historical and cultural image of China in nationally oriented advertising. The relevance is due to the importance of studying and describing the historical and cultural image of China in the texts of nationally oriented advertising from the standpoint of linguoimigelogy as one of the relevant areas of modern linguistics. Particular attention is paid to the specifics of verbal and non-verbal means of forming the historical image of China in nationally oriented advertising. It is revealed that various verbal and non-verbal means are used in the texts of Chinese nationally-oriented advertising to create a historical and cultural image of the country. It is proved that the formation of the image of China, taking into account a number of historical and cultural factors in different types of nationally oriented advertising, is an effective manipulative method of influencing the consumer to promote goods in the domestic market of China. © 2021, Rossiiskaya Akademiya Nauk, Institut Istorii (Russian Academy of Sciences, Institute of General Hist). All rights reserved.