Error to reinstall OS X. NOTHING CANT HELP

Good morning, dear Apple Community, guys. Sorry for my English, i'm from Russia and there noone cant help me

History: a few days ago, i decided to do full clean my MacBook and reinstall OSX.

MacBook PRO 13' A1278

MBP 13.3/2.4/2x2 GB/250/SD/GLSY

Part No: MC374LL/A

Year may be 2010-2011

So, I deleted the OSX and when the Mac starts, it starts up "OS X Utilites". I pressed "Reinstall OS X" but Mac say me "Thsi is not a supported method of installing the operating system. Please run Instal OSX El C..app that u ... AppStore.

Then i tried to burn OSX on flash drive. I pressed button "option" (alt) when turning on Mac, then i chosed flash drive on Startup Manager. The installation process started. Then my mac had rebooted and on starts up he open "OSX Utilites" now. Again "called" Startup Manager i cant. When i start my Mac, icon apple does not appear and now i can't do something.

PLEASE HELP ME.

Dvd/cd drive NOT WORKING (he was ok before reinstalling).

Keyboard lights not working, function-buttons not working too.

Disk utility info: