Some businesses have a(n) ................................. advertising department that does all of their commercials and advertisements. These departments work ................................ with the marketing department. They talk about the type of language to use. Some ads have a lot of ................................ that suggest positive things about a product. Some have .............................. that discuss an unattractive topic in a polite way. Some are very persuasive. In fact, they can have ............................ persuasion, which leads to the opposite effect. People do not want to buy the product! In these cases, a .................................... of persuasive words is necessary.