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Furthermore, if consumers are likely to take away from her story that her experience was typical of those who undergo the same procedure at the clinic, the advertiser must have substantiation for that claim.
Ford's story is mostly substantiated indirectly, but it does have substantiation.
"We have to stand for something".
You have to stand for something.
Have a knack for something.
Try to have them over for something.
The Economist has argued for something similar.
Having friends counts for something.
That has to stand for something.
"I've always stood for something.
You have to keep something for yourself.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com