In modern media, the names of fairy-tale and mythological images are used to convey certain emotions and connotations. The aim of the study is to analyze the characteristic associative strategies presented with the mythological images of a dragon, a paper tiger and a chimera in news texts of European and Chinese mass media. In this article, the method of text analysis was used to identify patterns and the most possible interpretations of lexical units. 100 articles from Chinese and European publications were selected for the analysis (About People's Daily Online, China News Service, Guardian and France 24). The required lexemes were most widely used in articles on political topics. The most used was the image of a paper tiger (4001 and 3587 units). This is due to its well-known metaphorical meaning in both cultures, while dragon differs in Chinese and European ones. Further research may focus on the search and analysis of other fairy tale and mythological images in mass media. The present study results may also be applied for further research in the field of linguistics and journalism.