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"Наука і освіта", No12, 2016 74 istics of media texts and their components, and analyse them, basing on the background and theoretical knowledge. The second and third levels involve the applied character of the knowledge acquisition. The ability to analyse advertising and PR-texts at the reproductive and operational level will clearly define the verge of advertising and PR texts, and also classify media texts by genre and type. This will provide avoiding mistakes at the third, creative and productive level, because it involves the creation of a unique piece of one’s promotional products that can be competitive in the field of advertising discourse.

INDEPENDENT WORK AS A MEANS OF FORMING FUTURE DOCTORS AND PHARMACISTS’ IT COMPETENCE