Avant-Garde Creativity in the Context of Development of Integrated Communications

The paper is devoted to the theoretical overview and analysis of avant-garde creativity in the context of development of integrated communications (public relations and advertising). In our opinion in the field of modern integrated communications, avant-garde aesthetics acquires the character of the newest pragmatic artistic discourse. We made the conclusion that the implementation of innovative model of model of speech behavior within professional-oriented discourse practices is possible not only in the field of mass communication, but also in the educational process of the university in the newest interactive forms of scientific organizational, educational and teaching activities