ENThe theme of article is based on the theoretical preparation for the exhibition where “beautiful” items would be exposed. These are the pictures with swans in the lakes, nice ladies, children with butterflies, etc. The author raises the question about the essence of the beauty and makes the conclusion that these “beautiful” exhibits have no aesthetic background. The satisfaction of middle viewers in this case has a lot of common with wish of happiness, peace and safety. Also the conception of “kitsch” is discussed.