METHODOLOGICAL PROBLEMS OF CREATIVE TRAINING OF SPECIALISTS IN ADVERTISING

The article is devoted to the consideration of methodological problems of creative training of specialists in advertising. Modern advertising, which experienced unification during the period of progressive development of globalization processes within the framework of a global mass culture, global standardization of consumer practices and lifestyle models, when faced with processes of inhibition of globalist trends, the development of regionalization, the loss of illusions about the possibility of a global service economy and the possibility of digitalization of production, is now facing the challenge from resurgent national industries. The intensification of the processes of civilizational and regional self-determination within the framework of the new reindustrialization in the context of intensified interstate and inter-civilizational competition required the development of nationally oriented axiological foundations of advertising products that form models of consumer behavior, normative and value orientations and the collective unconscious in the form of neo-archetypes and neo-types. The development of creative training of future advertising specialists in these conditions is of particular importance. And a dilemma of a methodological nature arose before university teachers: on the one hand, in higher education, the principles of the Bologna system continue to be implemented, aimed at training specialists narrowly oriented to certain types of professional competence, which are actively supported in modern professional educational standards, and on the other hand, a personalactivity approach continues to be implemented by inertia, based on the comprehensive consideration of each student’s potential on the ground of a broad basic education, allowing for systematic vision and analysis of processes and phenomena and adaptability to different forms and types of professional activities, depending on actual conditions. Since 1995, the experience of training advertising specialists at the Krasnodar State Institute of Culture has provided a favorable opportunity to compare the effectiveness of applying the methodology of the personal-activity approach in the practice of conducting practical classes in the disciplines of the professional training profile of future advertisers to full-time students and students with secondary specialized education for the purpose of their creative training based on the methodology of tutoring. This experience is summarized in the proposed article.

training of specialists in advertising, methodology of personal-activity approach, methodology of tutoring, full-time form of training, correspondence form of training, secondary vocational education, general humanitarian training, vocational-subject, axiological and emotional training, self-assessment, expertise.

Lavo R. S., Morozov S. A. Methodological problems of creative training of specialists in advertising. Business. Education. Law, 2021, no. 1, pp. 335—339. DOI: 10.25683/VOLBI.2021.54.142.