The central issue on which the article focuses is the problem of happiness. The authors make a short journey into the history of the study of this issue, highlighting a special aspect - the study of the problem of happiness in the space of V. Pelevin’s postmodernist novel Generation P. The article describes the role of advertising in society - it is not only a way to promote products, in modern society it is a powerful means of social manipulation, affecting the psyche and mind of people, convincing them that the purchase of a particular product/service will help to achieve success, the respect of others, to realize their potential, give satisfaction with life, to get closer to the ideal. The main focus of the article is the analysis of "advertising happiness" in V. Pelevin’s novel Generation P. The protagonist of the novel Babylen Tatarsky is a generalized image of the generation of the 90s, he is directly linked to the problem of 102 "advertising happiness". He is the one who comes up with advertising slogans. He began as a copywriter, then acted as a "creator", and then became a creator of television reality. Pelevin's story of the protagonist and other characters associated with him is based on the reinterpreted Buddhist concept of "Life is suffering. But there is a Way" and the reinterpreted myth of Enkidu, in whom the god Enki breathed life. Pelevin reveals the problem of "advertising happiness" in several discourses - advertising, scientific, mythological, philosophical, and cultural - exposing the imaginary nature of this happiness, hinting at possible paths to true happiness
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