We have done the analysis of the features of formation of professional competence of bachelors of advertizing and public relations in the field of image making. The field of activity of the bachelor demands not only special knowledge, but also high level of the general culture, the developed esthetic taste, creative imagination. Comprehension of laws of creativity, studying of art means of expression of different types of arts, acquisition of experience of art and creative activity by students – all this is important in their vocational training. Art and creative activity is tools for image making. Graphic and expressive (art) means serve for broadcasting of values and impact on audience through a visual number of image. Training in methods of creative activity forms professional competence at students. Art and creative activity as a form of the organization of educational process is directed on assimilation of experience of the creative activity which is most approached to professional.