Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art. Issues of Theory and Practice. Tambov: Gramota, 2018. № 2. P. 73-76.
BRAND FUNCTIONS IN CULTURAL STRATEGIES OF CHINA: PHILOSOPHICAL-ANTHROPOLOGICAL CONTEXT
Ni Jiaojiao, Abramova Natal'ya Andreevna
Transbaikal State University; Manzhouli College of the Inner Mongolia University, Manzhouli
Transbaikal State University
Submitted: 17.02.2018
Abstract. In modern China special attention is paid to the study and research of cultural brands. From the philosophical and anthropological standpoint the article analyzes the brands that are formed in China, which are correlated with the implemented cultural strategies and their value imperatives. The paper reveals the functions of brands: ontological, communication, translational, symbolic. The conclusion is made about the need to strengthen the value-cultural function of Chinese brands. In the process of the analysis the authors use a complex methodology based on the principles of consistency and structuredness; axiological, culturological, hermeneutic approaches.
Key words and phrases: бренд, функция, ценность, коммуникация, культура, идентичность, методология, brand, function, value, communication, culture, identity, methodology
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