The article deals with the coincidence/divergence of using ellipsis in the source and target texts from the point of view of the graphic design of expression and emotions. The paper identifies possible causes of discrepancies in the Russian and Chinese publicism. The analysis of parallel texts shows more frequent use of ellipsis as a marker of the emotional-expressive statement in the Russian texts than in the Chinese ones, which reflects the openness of the manifestation of the Russian journalist’s subjective basis and the restraint of the Chinese press, taking into account the readers’ background information related to cultural differences.