Joie de vivre – вариации по тема

The study focuses on some emblematic variations on the theme of joie de vivre discernible with French Belle Époque writers and among representatives of the Russian Silver Age. The discussion also touches upon the manifestations of the overarching theme in the advertising industry, which constructs the consumers’ “paradise”. The delineated dialogues, which appear along the lines of the gallant feasts (fête galante), the isle of Cythère, the Golden Age, idyll and Harlequinade, develop in contexts that are marked simultaneously by resonating similarities and by divergent cultural, historical, and national particularities that account for their specific nuances.