Concept of Consumerism in V. Pelevin's Prose: Function of Sign
The article focuses on consumer modus of behavior in V. Pelevin's texts regarded as accumulation and demonstrative wasting of non-referring images - signs instead of things, among which the most popular are signs of happiness, signs of prestige and signs of culture. According to Pelevin the genesis of the popular mass media images of products is stipulated by the new function of advertising in post-soviet society. It misleads the consumers and makes a powerful tool to control the mass consciousness, equivalent to soviet advocacy.