Author's conception of the integrated educational discipline ?Ad Graphic Design? in the modernization process of higher education

The article deals with the author`s conceptual approaches to the forming of an actual educational discipline ?Ad Graphic Design? as integration of graphic design, advertising and marketing. Basic components of the professionalism of a designer in advertising have been selected taking into account the requirements of modern market: graphic design-foundation, sociological and marketing components. The author pays attention to the problems of professional terminology, and particularly, the examples of the superficial or inexact concepts using in design activity are resulted.