Avant-garde, psychoanalysis and pr creative ideas: performance art in the integrated communications discourse

The article observes some questions concerning research of creative potential of the avant-garde aesthetics and poetics in the contexts of contemporary integrated communications development (public relations, advertizing, design, political engineering). Referring to psychoanalytic contexts is an interesting turnaround in comprehension of this problematic. The undertaken research allows the authors to contend that psychoanalysis is regarded as of paramount importance in the discourse of current mass communication, as far as psychoanalytic techniques are used for identification of subconscious forms of impact on recipients.