Harkusha I. Perspective advertising specialists' rhetorical culture formation in their professional training.

The object is the professional training process of future specialists in advertising in universities. The goal is the scientific-theoretical substantiation and experimental verification of rhetorical culture forming method of future specialists in advertising during the professional training. Methods - general scientific, empirical, mathematical processing, interpretative. For the first time from the position of the holistic approach the theoretical-methodological concept and model of forming of rhetorical culture of professional communication of the future specialists-advertisers were scientifically grounded, developed and experimentally verified. The theoretical positions of the course "Rhetoric culture of the specialists in advertising," its methodical development, factual material, guidance on the content and technology of rhetoric training can be used in the system of professional training of the specialists. The proposed education program is focused on the current needs - to teach effective communication technology, which is a clear evidence of the communicative competence of today's students - tomorrow's professional, and takes into account the latest scientific breakthroughs in understanding the potential of rhetorical impact on the audience. The scope is learning process.