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Across 2. Extrapolation+Fear 4. laughing at the product makes you feel good about yourself 5. repeating a message over and over and over and over and over and over 10. If they like the product maybe you will too 12. Exageration, and uses intesifier words (Amazing, Extream, and Best 16. Everybodys doing it! 19. When we predict something to be true 20. Telling a falsehood with so much confidence that people tend to believe it 22. use to build trust, before a sales pitch is given 24. use this product, and you will look just like this model 25. Unproven (May, some, and could) 26. Advertisers love to raise our egos 27. Brings to mind a stronger concept

Down 1. There are few people who will ask about advertisers sayings without approving the evidence 3. Opposite of New 6. To take something unpleasant and make it more exceptable 7. Clearly explains what you will get from the advertisment 8. People will agree with charisma ads even if they don't like it. 9. a product we already like, or is a pleasure to use 11. regular people vouching for a product 13. Newer is better 14. Brings a soft feeling to us 15. something we dislike or fear 17. negative image. oppositeof glittering generalities 18. Opposite of Celebrity 21. Promising the person something else in return 23. Allowing experts to imply some we don't know