ETHICAL COMPONENT OF PROFESSIONAL COMMUNICATION OF ADVERTISING SPECIALIST

Abstract

. The article substantiates the need for the formation of professional ethical competencies among specialists in the field of advertising and PR. The authors emphasize that the knowledge of the norms of ethical professional behavior has a positive effect on the quality of advertising texts. The article focuses on the need to study the ethical component of the professional standards of PR and advertising specialists and the key universal competencies reflected in the Federal State Educational Standard 42.03.01. Studying the issues of conjugation of professional standards and federal state educational standards, the authors concentrate on understanding new approaches in the training of advertising industry specialists. The authors note that the foundations of professional ethics are laid down in ethical codes, which are the basis for voluntary regulation of the industry. The authors point out the negative consequences of violations of ethical codes and standards when creating advertising content, and justify the feasibility of modernizing training programs for specialists in the field of PR and advertising in accordance with the new conditions for the implementation of professional activities. The article proposes to look at the training of specialists in the advertising industry at a university from the point of view of the need to form an ethical worldview among students.