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Psycholinguistic evaluation of advertising techniques, applications in higher education advertising

The article discusses advertising techniques for persuasion, used in texts from the candidate-student campaigns of Bulgarian universities. The analysis of such techniques is one of the most direct and accessible ways to study advertising and the ways in which it works. The study includes slogans, titles and advertising texts from candidate-student campaigns of 16 Bulgarian universities in the 2016–2021 period, which are evaluated in terms of the advertising techniques used in them.