Abstract
The article is devoted to the study of the Chinese merchant linguocultural type in Chinese linguoculture. The merchant type is represented by its conceptual characteristics (a person engaged in trading activities for the purpose of obtaining benefits) and by value characteristics. The figurative characteristics of the Chinese merchant linguistic and cultural type affect the following parameters: appearance; origin of the estate and social status; dwelling; behavior; leisure and speech characteristics of a Chinese merchant. Throughout the history of China, the social status of merchants has been subject to strong changes. In ancient society, the social status of merchants changed from the highest to the lowest, and for a very long time it remained the lowest, and then gradually the status of merchants increased, until now they have become a respected class in society. It can be said that many of the business principles of merchants of ancient China are used to this day.
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