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persuasive<00:00:00.840><c> language</c><00:00:01.170><c> can</c><00:00:01.620><c> make</c><00:00:01.800><c> any</c><00:00:02.040><c> type</c><00:00:02.370><c> of</c>

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persuasive language can make any type of
 

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persuasive language can make any type of
media<00:00:02.850><c> more</c><00:00:03.120><c> engaging</c><00:00:03.510><c> and</c><00:00:03.899><c> convincing</c>

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media more engaging and convincing
 

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media more engaging and convincing
however<00:00:05.220><c> its</c><00:00:05.609><c> ultimate</c><00:00:06.210><c> purpose</c><00:00:06.480><c> is</c><00:00:06.750><c> to</c><00:00:07.020><c> win</c>

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however its ultimate purpose is to win
 

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however its ultimate purpose is to win
your<00:00:07.410><c> trust</c><00:00:07.440><c> and</c><00:00:08.069><c> influence</c><00:00:08.849><c> how</c><00:00:09.059><c> you</c><00:00:09.120><c> think</c>

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your trust and influence how you think
 

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your trust and influence how you think
that's<00:00:10.320><c> why</c><00:00:10.530><c> it's</c><00:00:10.710><c> important</c><00:00:11.219><c> to</c><00:00:11.280><c> recognize</c>

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that's why it's important to recognize
 

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that's why it's important to recognize
common<00:00:12.480><c> types</c><00:00:12.750><c> of</c><00:00:12.960><c> persuasive</c><00:00:13.620><c> language</c><00:00:13.769><c> so</c>

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common types of persuasive language so
 

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common types of persuasive language so
you<00:00:14.549><c> can</c><00:00:14.820><c> look</c><00:00:15.059><c> beyond</c><00:00:15.330><c> the</c><00:00:15.480><c> rhetoric</c><00:00:15.660><c> and</c>

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you can look beyond the rhetoric and
 

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you can look beyond the rhetoric and
think<00:00:16.650><c> for</c><00:00:16.830><c> yourself</c>

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think for yourself
 

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think for yourself
for<00:00:18.390><c> instance</c><00:00:18.750><c> telling</c><00:00:19.470><c> stories</c><00:00:19.890><c> is</c><00:00:20.070><c> a</c>

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for instance telling stories is a
 

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for instance telling stories is a
timeless<00:00:20.670><c> way</c><00:00:20.910><c> to</c><00:00:20.970><c> win</c><00:00:21.359><c> you</c><00:00:21.480><c> over</c><00:00:21.650><c> whether</c>

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timeless way to win you over whether
 

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timeless way to win you over whether
it's<00:00:22.859><c> a</c><00:00:22.949><c> feature-length</c><00:00:23.369><c> film</c><00:00:23.910><c> or</c><00:00:24.240><c> a</c>

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it's a feature-length film or a
 

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it's a feature-length film or a
30-second<00:00:24.930><c> commercial</c><00:00:25.550><c> entertaining</c><00:00:26.550><c> media</c>

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30-second commercial entertaining media
 

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30-second commercial entertaining media
makes<00:00:27.180><c> it</c><00:00:27.330><c> easier</c><00:00:27.720><c> for</c><00:00:27.779><c> you</c><00:00:28.080><c> to</c><00:00:28.260><c> get</c><00:00:28.470><c> on</c><00:00:28.590><c> board</c>

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makes it easier for you to get on board
 

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makes it easier for you to get on board
with<00:00:29.160><c> a</c><00:00:29.189><c> particular</c><00:00:29.580><c> message</c>

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with a particular message
 

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with a particular message
however<00:00:31.289><c> while</c><00:00:31.800><c> it's</c><00:00:31.980><c> easy</c><00:00:32.219><c> to</c><00:00:32.399><c> be</c><00:00:32.579><c> charmed</c><00:00:33.120><c> by</c>

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however while it's easy to be charmed by
 

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however while it's easy to be charmed by
a<00:00:33.329><c> good</c><00:00:33.570><c> story</c><00:00:33.899><c> ask</c><00:00:34.440><c> yourself</c><00:00:35.070><c> is</c><00:00:35.579><c> this</c><00:00:35.850><c> tale</c>

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a good story ask yourself is this tale
 

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a good story ask yourself is this tale
fair<00:00:36.780><c> and</c><00:00:37.050><c> unbiased</c><00:00:37.200><c> or</c><00:00:37.980><c> has</c><00:00:38.460><c> it</c><00:00:38.610><c> sacrificed</c>

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fair and unbiased or has it sacrificed
 

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fair and unbiased or has it sacrificed
factual<00:00:39.870><c> accuracy</c><00:00:40.410><c> for</c><00:00:41.010><c> the</c><00:00:41.129><c> sake</c><00:00:41.399><c> of</c><00:00:41.430><c> serving</c>

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factual accuracy for the sake of serving
 

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factual accuracy for the sake of serving
the<00:00:42.149><c> message</c><00:00:43.280><c> presenting</c><00:00:44.280><c> evidence</c><00:00:44.489><c> can</c><00:00:44.910><c> have</c>

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the message presenting evidence can have
 

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the message presenting evidence can have
a<00:00:45.120><c> tremendous</c><00:00:45.780><c> influence</c><00:00:45.960><c> on</c><00:00:46.440><c> how</c><00:00:46.620><c> you</c>

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a tremendous influence on how you
 

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a tremendous influence on how you
perceive<00:00:47.010><c> a</c><00:00:47.250><c> message</c><00:00:47.730><c> however</c><00:00:48.510><c> just</c><00:00:49.260><c> because</c>

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perceive a message however just because
 

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perceive a message however just because
the<00:00:49.710><c> media</c><00:00:50.010><c> includes</c><00:00:50.520><c> evidence</c><00:00:50.760><c> doesn't</c><00:00:51.600><c> mean</c>

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the media includes evidence doesn't mean
 

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the media includes evidence doesn't mean
they're<00:00:51.960><c> being</c><00:00:52.170><c> completely</c><00:00:52.739><c> honest</c>

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they're being completely honest
 

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they're being completely honest
sometimes<00:00:54.180><c> they'll</c><00:00:54.510><c> mix</c><00:00:54.660><c> in</c><00:00:54.840><c> facts</c><00:00:55.230><c> with</c>

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sometimes they'll mix in facts with
 

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sometimes they'll mix in facts with
half-truths<00:00:56.160><c> and</c><00:00:56.520><c> exaggerations</c><00:00:57.360><c> to</c><00:00:57.600><c> make</c>

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half-truths and exaggerations to make
 

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half-truths and exaggerations to make
the<00:00:57.870><c> message</c><00:00:58.050><c> seem</c><00:00:58.500><c> more</c><00:00:58.770><c> credible</c><00:00:59.219><c> take</c><00:00:59.940><c> care</c>

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the message seem more credible take care
 

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the message seem more credible take care
to<00:01:00.359><c> examine</c><00:01:00.809><c> all</c><00:01:01.020><c> the</c><00:01:01.050><c> evidence</c><00:01:01.230><c> before</c><00:01:02.129><c> you</c>

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to examine all the evidence before you
 

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to examine all the evidence before you
accept<00:01:02.699><c> a</c><00:01:02.789><c> message</c><00:01:03.149><c> as</c><00:01:03.329><c> trustworthy</c><00:01:04.700><c> attacks</c>

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accept a message as trustworthy attacks
 

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accept a message as trustworthy attacks
can<00:01:06.119><c> point</c><00:01:06.330><c> out</c><00:01:06.450><c> the</c><00:01:06.600><c> faults</c><00:01:06.930><c> of</c><00:01:07.020><c> the</c>

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can point out the faults of the
 

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can point out the faults of the
competition<00:01:07.799><c> and</c><00:01:07.950><c> they</c><00:01:08.520><c> often</c><00:01:08.760><c> play</c><00:01:09.150><c> into</c><00:01:09.510><c> an</c>

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competition and they often play into an
 

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competition and they often play into an
audience<00:01:10.049><c> as</c><00:01:10.200><c> fears</c><00:01:10.619><c> or</c><00:01:10.950><c> anger</c><00:01:11.400><c> especially</c><00:01:12.000><c> in</c>

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audience as fears or anger especially in
 

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audience as fears or anger especially in
political<00:01:13.020><c> media</c><00:01:13.140><c> but</c><00:01:14.130><c> next</c><00:01:14.369><c> time</c><00:01:14.580><c> you</c><00:01:14.700><c> see</c><00:01:14.909><c> an</c>

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political media but next time you see an
 

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political media but next time you see an
attack<00:01:15.299><c> keep</c><00:01:15.960><c> in</c><00:01:16.110><c> mind</c><00:01:16.350><c> that</c><00:01:16.530><c> it's</c><00:01:16.710><c> trying</c><00:01:17.070><c> to</c>

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attack keep in mind that it's trying to
 

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attack keep in mind that it's trying to
rile<00:01:17.610><c> up</c><00:01:17.820><c> your</c><00:01:18.030><c> emotions</c><00:01:18.540><c> to</c><00:01:18.810><c> convince</c><00:01:19.259><c> you</c><00:01:19.500><c> of</c>

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rile up your emotions to convince you of
 

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rile up your emotions to convince you of
a<00:01:19.770><c> specific</c><00:01:20.369><c> idea</c><00:01:20.759><c> it</c><00:01:21.509><c> may</c><00:01:21.720><c> also</c><00:01:21.900><c> embellish</c>

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a specific idea it may also embellish
 

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a specific idea it may also embellish
facts<00:01:22.979><c> or</c><00:01:23.310><c> take</c><00:01:23.520><c> a</c><00:01:23.549><c> skewed</c><00:01:24.119><c> perspective</c><00:01:24.479><c> so</c>

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facts or take a skewed perspective so
 

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facts or take a skewed perspective so
try<00:01:25.710><c> not</c><00:01:25.890><c> to</c><00:01:26.100><c> pass</c><00:01:26.369><c> judgment</c><00:01:26.970><c> before</c><00:01:27.180><c> you</c>

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try not to pass judgment before you
 

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try not to pass judgment before you
investigate<00:01:28.080><c> the</c><00:01:28.110><c> truth</c><00:01:29.270><c> flattery</c><00:01:30.270><c> has</c><00:01:30.509><c> long</c>

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investigate the truth flattery has long
 

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investigate the truth flattery has long
been<00:01:31.049><c> a</c><00:01:31.110><c> reliable</c><00:01:31.560><c> persuasion</c><00:01:32.340><c> method</c><00:01:32.670><c> as</c>

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been a reliable persuasion method as
 

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been a reliable persuasion method as
media<00:01:33.509><c> wants</c><00:01:33.930><c> you</c><00:01:34.049><c> to</c><00:01:34.170><c> feel</c><00:01:34.439><c> good</c><00:01:34.680><c> about</c><00:01:34.890><c> a</c>

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media wants you to feel good about a
 

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media wants you to feel good about a
particular<00:01:35.400><c> product</c><00:01:35.880><c> or</c><00:01:36.180><c> idea</c><00:01:36.540><c> however</c><00:01:37.380><c> how</c>

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particular product or idea however how
 

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particular product or idea however how
sincere<00:01:38.640><c> can</c><00:01:38.939><c> mass-produced</c><00:01:39.659><c> praise</c>

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sincere can mass-produced praise
 

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sincere can mass-produced praise
actually<00:01:41.040><c> be</c><00:01:41.329><c> do</c><00:01:42.329><c> your</c><00:01:42.540><c> best</c><00:01:42.780><c> not</c><00:01:43.200><c> to</c><00:01:43.259><c> be</c><00:01:43.530><c> lured</c>

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actually be do your best not to be lured
 

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actually be do your best not to be lured
in<00:01:44.040><c> by</c><00:01:44.070><c> kind</c><00:01:44.490><c> words</c><00:01:44.759><c> and</c><00:01:45.149><c> consider</c><00:01:45.810><c> if</c><00:01:45.960><c> the</c>

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in by kind words and consider if the
 

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in by kind words and consider if the
media<00:01:46.439><c> is</c><00:01:46.649><c> just</c><00:01:47.009><c> telling</c><00:01:47.340><c> you</c><00:01:47.490><c> what</c><00:01:47.759><c> you</c><00:01:47.909><c> want</c>

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media is just telling you what you want
 

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media is just telling you what you want
to<00:01:48.180><c> hear</c><00:01:49.549><c> inclusive</c><00:01:50.549><c> language</c><00:01:50.729><c> frames</c><00:01:51.390><c> a</c>

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to hear inclusive language frames a
 

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to hear inclusive language frames a
message<00:01:51.960><c> in</c><00:01:52.170><c> terms</c><00:01:52.380><c> of</c><00:01:52.649><c> us</c><00:01:52.890><c> and</c><00:01:53.220><c> we</c><00:01:53.640><c> and</c><00:01:53.939><c> our</c>

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message in terms of us and we and our
 

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message in terms of us and we and our
giving<00:01:55.200><c> the</c><00:01:55.470><c> impression</c><00:01:55.770><c> that</c><00:01:56.070><c> the</c><00:01:56.310><c> creator</c>

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giving the impression that the creator
 

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giving the impression that the creator
of<00:01:56.759><c> the</c><00:01:56.969><c> media</c><00:01:57.270><c> and</c><00:01:57.509><c> the</c><00:01:57.719><c> audience</c><00:01:58.229><c> are</c><00:01:58.500><c> on</c><00:01:58.799><c> the</c>

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of the media and the audience are on the
 

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of the media and the audience are on the
same<00:01:59.130><c> side</c><00:01:59.540><c> however</c><00:02:00.540><c> this</c><00:02:00.990><c> can</c><00:02:01.229><c> come</c><00:02:01.439><c> off</c><00:02:01.469><c> as</c>

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same side however this can come off as
 

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same side however this can come off as
false<00:02:02.540><c> especially</c><00:02:03.540><c> if</c><00:02:03.630><c> it</c><00:02:03.750><c> seems</c><00:02:04.020><c> like</c><00:02:04.259><c> the</c>

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false especially if it seems like the
 

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false especially if it seems like the
Creator<00:02:04.799><c> doesn't</c><00:02:05.399><c> actually</c><00:02:05.610><c> have</c><00:02:06.149><c> anything</c>

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Creator doesn't actually have anything
 

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Creator doesn't actually have anything
in<00:02:06.869><c> common</c><00:02:07.079><c> with</c><00:02:07.229><c> you</c>

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in common with you
 

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in common with you
whether<00:02:08.820><c> it's</c><00:02:09.030><c> used</c><00:02:09.270><c> to</c><00:02:09.450><c> reinforce</c><00:02:09.990><c> the</c><00:02:10.170><c> truth</c>

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whether it's used to reinforce the truth
 

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whether it's used to reinforce the truth
or<00:02:10.770><c> hide</c><00:02:11.070><c> a</c><00:02:11.100><c> lack</c><00:02:11.460><c> of</c><00:02:11.670><c> substance</c>

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or hide a lack of substance
 

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or hide a lack of substance
don't<00:02:12.930><c> let</c><00:02:13.080><c> persuasive</c><00:02:13.680><c> language</c><00:02:13.830><c> be</c><00:02:14.250><c> the</c>

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don't let persuasive language be the
 

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don't let persuasive language be the
only<00:02:14.790><c> thing</c><00:02:15.060><c> that</c><00:02:15.300><c> sways</c><00:02:15.630><c> your</c><00:02:15.840><c> opinion</c>

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only thing that sways your opinion
 

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only thing that sways your opinion
always<00:02:17.580><c> look</c><00:02:17.910><c> beyond</c><00:02:18.210><c> the</c><00:02:18.360><c> rhetoric</c><00:02:18.540><c> and</c><00:02:18.960><c> seek</c>

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always look beyond the rhetoric and seek
 

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always look beyond the rhetoric and seek
out<00:02:19.560><c> the</c><00:02:19.710><c> facts</c><00:02:19.980><c> behind</c><00:02:20.370><c> any</c><00:02:20.910><c> claims</c><00:02:27.590><c> GCF</c>

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out the facts behind any claims GCF
 

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out the facts behind any claims GCF
global<00:02:29.270><c> creating</c><00:02:30.270><c> opportunities</c><00:02:30.930><c> for</c><00:02:30.960><c> a</c>

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global creating opportunities for a
 

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global creating opportunities for a
better<00:02:31.380><c> life</c>