THE AMBIVALENT CONCEPTION: PATTERNS OF IMAGE CULTURE FORMING OF MARKETING TECHNOLOGIES MANAGER
This article considers patterns of ambivalent conception as a way of image culture forming of marketing technologies manager taking into account the duality nature of image and conditions of its interaction with social environment. Also this article gives the external patterns which are showed into the interaction of social and pedagogical phenomena and into the influence of communication market to changes of the Bachelor of Advertising and PR competences. The internal patterns which are expressed with the help of communications existing between the Bachelor of Advertising and PR preparing components are considered: between the level of image culture forming and the professional preparing purposes.