Аңдатпа
The article examines the development of speech etiquette among the Chinese people, highlighting the centuries-old principles of mentality, life customs, and the connection between the concept of “jade” and speech etiquette. For the Chinese, jade is a precious stone, symbolizing noble qualities. The article analyzes the similarities and differences between jade and etiquette, exploring their roles in language communication through ancient studies and proverbs. It describes etiquette norms as integral to Chinese culture and closely linked to jade's valued properties. The study combines jade's characteristics with moral values, dignity, kindness, sincerity, and politeness. A comparative analysis of speech etiquette in intercultural communication between Kazakh and Chinese cultures is also presented, incorporating traditions, customs, and the image of nature. The study revealed that the culture of a nation is deeply reflected in its language and etiquette. In Chinese civilization, the concept of decency and moral cultivation, originating from Confucian teachings, continues to influence interpersonal communication and social harmony. Linguistic analysis showed that the word “jade” (玉, yù) carries rich semantic and symbolic meanings, representing purity, virtue, and respect, and functions as a linguistic marker of esteem in traditional and modern Chinese discourse. Culturally, jade embodies the unity of man, nature, and morality, symbolizing the moral and aesthetic ideals of Chinese civilization. Comparative analysis demonstrated parallels between the Chinese perception of jade and the Kazakh concept of “tumar” or “asyl tas” (precious stone), both serving as symbols of protection, virtue, and national identity. The findings highlight the deep interconnection between language, culture, and worldview, illustrating how material symbols such as jade and precious stones shape ethical values and communication practices within their respective societies. The authors extend the application of the term “etiquette” through the metonymy “jade,” demonstrating the interconnectedness of humans and nature. This approach contributes to a deeper understanding of the proper formulation of etiquette expressions tied to the symbolic meaning of jade, emphasizing its cultural significance.