This article provides a comparative analysis of advertising slogans in Russian and Chinese glossy magazines for women. They express different concepts: professionalism, tenderness, brilliance, radiance. As a result, the authors of the article came to several conclusions: first, there is an appeal to similar concepts in the three language communities, as well as mention of celebrities and their specification, etc. Second, the frequency of appeals to the listed concepts is approximately the same in publications of all the listed countries. Third, the results of the analysis show that two diametrically opposite concepts - "tenderness" and "professionalism" - are the most appealing in gender-oriented (women's) discourse, regardless of the country of publication.