Advertising discourse in the regional Ural press during the years of the «thaw»

The paper analyzes the advertising discourse of the Uralsky Rabochy newspaper during the «thaw» period. Conclusions. Soviet advertising was one of the tools of state propaganda, demonstrating the achievements of the socialist system and encouraging citizens to actively participate in public life. The advertising content in Uralsky Rabochy served as an important channel for informing the public about new products and services, which contributed to the development of consumer culture. Announcements about the sale of goods, provision of services, holding actions and events allow us to identify trends in the formation of consumer demand, dynamics in changes in the needs of citizens in the context of creating a «socialist version» of consumer society in the country. Advertising contributed to the creation of a festive mood, the pre-holiday advertising discourse contained slogans and appeals that actualize the consumer's attention to upcoming festive events, increasing the likelihood of purchasing products, goods and services.