Abstract
The article deals with the problems of representation of the standards of human beauty in the comparative turns of the Russian language [beautiful, as...]. When choosing beauty standards, a person is guided by cultural norms and stereotypes that exist in the socio-cultural space. Native speakers of the language and culture most often choose religious and mythological characters (god, angel, madonna, witch, devil) as standards. They belong not only to Slavic mythology, but also to ancient, Eastern, and Scandinavian (nymph, Apollo, Aphrodite, peri, guria, valkyrie). The standards of beauty also include the precedent proper names of literary heroes, actors, singers, historical figures (Agamemnon, Eugene Onegin, Brad Pitt, Lyubov Orlova, Liudmila Zykina, Chapaev, Cleopatra). Beauty standards are gender-oriented: there are separate standards of male beauty and standards of female beauty. When choosing standards, the principle of gender correspondence of the standard and the object of comparison is observed.
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