The article studies the formation of professional creativity skills in students of such departments as "Advertising and PR" and "Journalism". Based on the material of specific naming and journalistic tasks, it shows examples of non-standard solutions in this area. The research offers methods that allow students to set their own creative goals and achieve them without a teacher. The proposed methods turn the creative naming and non-standard journalistic texts into a technique, which can be effectively taught in the higher school. The article demonstrates framing as a basic technique of name generating to determine the consumer's knowledge about a product or a service. A unique algorithm for developing competitive names was created with the help of the frame analysis and gathered material. The analysis of the media texts written in "hybrid" genres allows future journalists to identify both normative and non-standard recourses, and describe the results of one's creativity distinguishing between its strengths and weaknesses. Thus, it becomes the first step in the development of creative thinking and a personal journalistic style in students. Therefore, a combination of a solid theoretical base in different humanitarian areas and students' practical creative solutions becomes one of the ways of realisation of a complicated task of the development of creative thinking in future journalists and advertising specialists. The analysis of two teaching methods considers the formation of creative professional skills to be a total of analytical and creative tasks, which can be consistently solved in a cooperative activity of students and a teacher. (C) 2017 Published by Future Academy www.FutureAcademy.org.UK
