Anton Mikhailovich Kovalchouk is Postgraduate student of the Chair of Theory and History of Culture at Khabarovsk State Institute of Arts and Culture.
The article examines Russian cultural symbols of identity manifest in print advertising materials of the first-wave Russian emigra-tion. The author examines the basic components of Russian national identity - its ethnic, geographical, religious, political, linguistic and economic aspects. The central identification sign of the Russian diaspora in China was the Russian language. The article discusses the use of Russian literary images and symbols in the emigrant advertising and examines the use of old and new Russian orthography in Russian print advertising in China. The author explains why only old (pre-revolutionary) Russian orthography was used in the adver-tisements in question and argues that the true authentic animal symbol which used to reflect the specific character of the Russian emigra-tion in China, was a tiger. Special attention is paid to the symbol of Holy Russia, reflected in the image of the Temple of God; the latter is, unquestionably, St. Nicholas Cathedral built in Harbin in the early twentieth century. This temple was often portrayed in Russian emigre advertisements. The given article is based on the analysis of media texts, published in the 1920s-1930s., in the newspapers "Zarja" and "Rupor". These broadsheets used to be the most popular editions among compatriot -emigrants.
Key words: identity, cultural archetype, print advertising, emigration, symbol, image.