The article regards a possibility of using art and creative activity as means of formation of the professional competence of advertising and public relations Bachelors in the field of image making.The author determines the relevance of studying the issue by the development of objective requirements to the quality of vocational training of advertising and public relations Bachelor capable of further creative activities in professional sphere. It is necessary to consider a creative component of a profession of advertiser and specialist in public relations and to create the theoretical and methodical bases for their vocational training. Art and creative activity has pedagogical potential for vocational training of university students.