The World of Services and Things in the Soviet Press of the 1920s — 1930s

The purpose of the study. The article attempts to reconstruct the figurative series of standards of material consumption of the urban population of the USSR, presented in the Soviet press of the 1920s–1930s. Conclusions. The content of the standards of material consumption was determined by the ideological vector (building socialism"), directly depended on the dynamics of socio-economic development, the success of modernization processes. In the USSR in the 1920s–1930s, significant transformations took place in the specifics and content of the standards of material consumption of the population. In the 1920s, the content of the Soviet press was dominated by an emphasis on breaking with the pre-revolutionary past, proclaiming simplicity and the absence of material fetishism. In the 1930s, priorities changed. The world of things is recognized as a necessary component of the Soviet man. Fashion and advertising in the second half of the 1930s formed a fairly high standard of material consumption, although the real level of provision of goods to the population was significantly inferior.