Abstract
Based on the analysis of Chinese and Russian scientific literature, the features of Chinese polycode advertising texts representing the basic value of socialism with Chinese characteristics of “democracy” are investigated. The purpose of the study is to determine the national specifics of the verbal and non-verbal representation of the value of “democracy”. Each text is considered as a complex formation. On the basis of structural, component and semantic analysis, semantic elements are consistently determined, which include hieroglyphic text, background, colour, drawings and other elements. During the analysis of 69 texts, key identifiers of this value were identified, which make it possible to establish links between this value and the system of traditional values of the Chinese, China’s state policy of democratizing society, the concepts of “People are the master of the country”, “The people are the most important”; dynamic changes in the representation of value have been identified, at the first stage (2014–2019) related to the formation of common axiological concepts of the Chinese, at the second (2020–2025) – with the promotion of a new concept of democracy and the active participation of the masses in public administration at grassroots level.