SOME PROBLEMS OF PROFESSIONAL EDUCATION IN THE SPHERE OF ADVERTISING

Abstract

The author considers the problem issues of professional education in the sphere of advertising in the post-modern Russian society at the present time. There are considered the specific mentality features of today’s graduate, the future professional in the field of advertising business, within the framework of education reforms. There are analyzed the reasons and consequences of ignoring conceptual forms of advertising communication, of implementing mostly pictorial patterns of advertising presentation, the problem of loosing the common cultural codes, the tendency toward desymbolization and primitive forms in the advertising creativity, which are demonstrated by the students in the educational process. In the article, there is considered a mechanism of interrelation and interconnection of conceptual activity, metaphorization and creation of symbols. It is concluded that the symbolic arises and functions exactly as a meaning-related phenomenon, as a result of conceptual synthesis. Therefore, the lack of readiness of the graduate to operate the common cultural codes and the underestimation of conceptual forms of advertising communication may be tied together.