Art history and cultural approach to creative training of students in the system of advertisement and PR-education

The article deals with the theoretical aspects of the use of the Art history and cultural approach in the professional media education. The author reveals the criteria of the choice of the didactic material for the development of the creative competencies of the communicator. There are presented the intermediate results of mastering the Art history and cultural content of the communicative courses by the students. The author suggests the ways of getting the feedback of the activity’s results from the bachelors.