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<div class='syndicate'><h1>Connecting with Your Readers</h1><div><p class="lead">Your language choices will make or break your connection with your readers. Use language that is clear and direct to get your message across.</p>
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<p>On the six cards below, learn about how to connect with your readers. You can flip the cards over to see more, too. The navigation bar above will stay with you, and you can click on it at any time to move to another topic.</p>
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<div class="flipcard-container masonry-container masonry-container-wide-boxes"><!-- CARD 1 -->
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<div class="box box-wide flipcard">
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<div class="flipcard-front">
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<div class="flipcard-content">
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<h3>It’s all about you and me</h3>
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<p>Personal pronouns — <em>I, you, we</em> — have a subtle way of <strong>connecting the reader and the writer.</strong> These pronouns can make your document more conversational, which can help your reader focus on your message rather than your language.</p>
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<p>A conversational tone can increase a document's clarity, but it's not always appropriate. When you write something, ask yourself whether personal pronouns would be right for your content.</p>
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</div>
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<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Flip</a></div>
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<picture title="A young woman thinking as she looks at a laptop computer screen" class="media-element file-floated-media">
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<!--[if IE 9]><video style="display: none;"><![endif]-->
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<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-large/public/institutes/plain-language/connect-readers-1-back.jpg?itok=9SgVglwY&timestamp=1438630701 1x" media="screen and (min-width: 960px)"></source>
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<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium/public/institutes/plain-language/connect-readers-1-back.jpg?itok=ZGXWcO0B&timestamp=1438630701 1x" media="screen and (min-width: 800px)"></source>
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<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium-small/public/institutes/plain-language/connect-readers-1-back.jpg?itok=s1WxQcFE&timestamp=1438630701 1x" media="screen and (min-width: 600px)"></source>
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||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-small/public/institutes/plain-language/connect-readers-1-back.jpg?itok=HixnT5Zz&timestamp=1438630701 1x" media="screen and (min-width: 480px)"></source>
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<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-tiny/public/institutes/plain-language/connect-readers-1-back.jpg?itok=DthgMYql&timestamp=1438630701 1x" media="screen and (min-width: 0)"></source>
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<!--[if IE 9]></video><![endif]-->
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<img class="media-element file-floated-media" src="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium/public/institutes/plain-language/connect-readers-1-back.jpg?itok=ZGXWcO0B&timestamp=1438630701" alt="A young woman thinking as she looks at a laptop computer screen." title="A young woman thinking as she looks at a laptop computer screen" />
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||
</picture><span class="credit">Thinkstock / Ingram Publishing</span></div>
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||
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</div></div>
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||
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||
<p>What's the difference between these two sentences? Which is more compelling to you?</p>
|
||
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<p style="margin-left:40px">Investigators who have additional questions about this funding opportunity should contact the program.</p>
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<p style="margin-left:40px">Contact us if you have additional questions about this funding opportunity.</p>
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<div class="flipcard-content">
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<h3>Match your words to your audience</h3>
|
||
|
||
<div class="media-float-right"><div class="media media-element-container media-floated_media"><div class="ds-1col file file-image file-image-jpeg view-mode-floated_media clearfix">
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<!--[if IE 9]><video style="display: none;"><![endif]-->
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<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-large/public/institutes/plain-language/connect-readers-2-front_0.jpg?itok=2W225efv&timestamp=1438630928 1x" media="screen and (min-width: 960px)"></source>
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<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium/public/institutes/plain-language/connect-readers-2-front_0.jpg?itok=M3MTyZsn&timestamp=1438630928 1x" media="screen and (min-width: 800px)"></source>
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||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium-small/public/institutes/plain-language/connect-readers-2-front_0.jpg?itok=fb7u1PAm&timestamp=1438630928 1x" media="screen and (min-width: 600px)"></source>
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-small/public/institutes/plain-language/connect-readers-2-front_0.jpg?itok=zteQBII5&timestamp=1438630928 1x" media="screen and (min-width: 480px)"></source>
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-tiny/public/institutes/plain-language/connect-readers-2-front_0.jpg?itok=S0Bg2dJP&timestamp=1438630928 1x" media="screen and (min-width: 0)"></source>
|
||
<!--[if IE 9]></video><![endif]-->
|
||
<img class="media-element file-floated-media" src="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium/public/institutes/plain-language/connect-readers-2-front_0.jpg?itok=M3MTyZsn&timestamp=1438630928" alt="A group of people smiling and looking up toward the camera." title="A group of people smiling and looking up toward the camera" />
|
||
</picture><span class="credit">Thinkstock / Digital Vision.</span></div>
|
||
|
||
</div></div>
|
||
|
||
<p>You might be drawn to words that are common in <em>your</em> environment. But are they also common in <em>your audience's</em> environment?</p>
|
||
|
||
<p>When you have a choice between words — especially when writing for non-specialists — <strong>use the common, everyday word.</strong></p>
|
||
</div>
|
||
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||
<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Flip</a></div>
|
||
</div>
|
||
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||
<div class="flipcard-back">
|
||
<div class="flipcard-content">
|
||
<p>Which word in each pair has the broadest appeal?</p>
|
||
|
||
<table border="0" cellpadding="10" cellspacing="0" class="table-data">
|
||
<tbody>
|
||
<tr>
|
||
<td>Hypertension</td>
|
||
<td>High blood pressure</td>
|
||
</tr>
|
||
<tr>
|
||
<td>Use</td>
|
||
<td>Utilize</td>
|
||
</tr>
|
||
<tr>
|
||
<td>Disease</td>
|
||
<td>Malignancy</td>
|
||
</tr>
|
||
<tr>
|
||
<td>Myocardial infarction</td>
|
||
<td>Heart attack</td>
|
||
</tr>
|
||
</tbody>
|
||
</table>
|
||
|
||
<p>Sometimes you have to use a technical term, even when you're writing for non-specialists. In the next section, you can learn how to do this in a reader-friendly way.</p>
|
||
</div>
|
||
|
||
<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Back</a></div>
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</div>
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</div>
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||
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||
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<h3>More word choice considerations</h3>
|
||
|
||
<p>Choose words that will help your readers.</p>
|
||
|
||
<ul>
|
||
<li><strong>Use positive, not negative, words.</strong> Negatives like <em>don't</em> in front of a verb can make some readers stumble.</li>
|
||
<li><strong>Avoid long strings of nouns.</strong> Sentences with several nouns in a row can be difficult to navigate smoothly on the first try.</li>
|
||
<li><strong>Use inclusive language.</strong> Unless your document is about men, don't use only male pronouns (<em>he, his</em>).</li>
|
||
</ul>
|
||
</div>
|
||
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<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Flip</a></div>
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</div>
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||
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||
<div class="flipcard-back">
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||
<div class="flipcard-content">
|
||
<p>The positive verb in the second sentence makes it more straightforward:</p>
|
||
|
||
<ul>
|
||
<li>Don't forget to refill your prescription.</li>
|
||
<li>Remember to refill your prescription.</li>
|
||
</ul>
|
||
|
||
<p>Which sentence reads more smoothly?</p>
|
||
|
||
<ul>
|
||
<li>I talked to the medical device sales representative today.</li>
|
||
<li>I talked to the sales representative for medical devices today.</li>
|
||
</ul>
|
||
</div>
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<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Back</a></div>
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</div>
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</div>
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<!-- CARD 4 -->
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<div class="box box-wide flipcard">
|
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<div class="flipcard-front">
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<div class="flipcard-content">
|
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<h3>Construct your sentences carefully</h3>
|
||
|
||
<p>Direct, simple sentences will help get your point across.</p>
|
||
|
||
<ul>
|
||
<li><strong>Keep it short.</strong> The average length of your sentences should be 20 words or fewer.</li>
|
||
<li><strong>Keep it simple.</strong> Cover only one idea per sentence and one theme per paragraph.</li>
|
||
<li><strong>Take out the padding.</strong> Words like <em>very, really, actually</em>, and <em>carefully</em> usually don't serve any purpose.</li>
|
||
<li><strong>Be direct.</strong> Get to the point; don't wander around first.</li>
|
||
</ul>
|
||
</div>
|
||
|
||
<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Flip</a></div>
|
||
</div>
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||
|
||
<div class="flipcard-back">
|
||
<div class="flipcard-content">
|
||
<p>Consider this sentence:</p>
|
||
|
||
<blockquote>All states carefully screen each newborn for rare but potentially very deadly conditions at birth, so if there is a baby who has one of these conditions, this screening is really helpful because he or she will be able to get diagnosis and treatment a lot sooner.</blockquote>
|
||
|
||
<p>That sentence ignores each of the four guidelines on the front of this card. How could you rewrite it to be more readable?</p>
|
||
</div>
|
||
|
||
<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Back</a></div>
|
||
</div>
|
||
</div>
|
||
<!-- CARD 5 -->
|
||
|
||
<div class="box box-wide flipcard">
|
||
<div class="flipcard-front">
|
||
<div class="flipcard-content">
|
||
<h3>Activate the power of verbs</h3>
|
||
|
||
<div class="media-float-right"><div class="media media-element-container media-floated_media"><div class="ds-1col file file-image file-image-jpeg view-mode-floated_media clearfix">
|
||
|
||
|
||
<picture title="Little League batter hitting the ball" class="media-element file-floated-media">
|
||
<!--[if IE 9]><video style="display: none;"><![endif]-->
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-large/public/institutes/plain-language/connect-readers-5-front_0.jpg?itok=zjwCRW2j&timestamp=1438631073 1x" media="screen and (min-width: 960px)"></source>
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium/public/institutes/plain-language/connect-readers-5-front_0.jpg?itok=f9Dg1ttm&timestamp=1438631073 1x" media="screen and (min-width: 800px)"></source>
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium-small/public/institutes/plain-language/connect-readers-5-front_0.jpg?itok=GPzZEZu2&timestamp=1438631073 1x" media="screen and (min-width: 600px)"></source>
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-small/public/institutes/plain-language/connect-readers-5-front_0.jpg?itok=j0O_FV77&timestamp=1438631073 1x" media="screen and (min-width: 480px)"></source>
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-tiny/public/institutes/plain-language/connect-readers-5-front_0.jpg?itok=neVas5K4&timestamp=1438631073 1x" media="screen and (min-width: 0)"></source>
|
||
<!--[if IE 9]></video><![endif]-->
|
||
<img class="media-element file-floated-media" src="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium/public/institutes/plain-language/connect-readers-5-front_0.jpg?itok=f9Dg1ttm&timestamp=1438631073" alt="Little League batter hitting the ball." title="Little League batter hitting the ball" />
|
||
</picture><span class="credit">Thinkstock / Rob Friedman</span></div>
|
||
|
||
</div></div>
|
||
|
||
<p>You should <strong>use the active voice.</strong></p>
|
||
|
||
<ul>
|
||
<li>Active: John hits the ball.</li>
|
||
<li>Passive: The ball is hit by John.</li>
|
||
</ul>
|
||
|
||
<p>Which sentence paints a more vivid picture?</p>
|
||
</div>
|
||
|
||
<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Flip</a></div>
|
||
</div>
|
||
|
||
<div class="flipcard-back">
|
||
<div class="flipcard-content">
|
||
<p>Sometimes, people use the passive voice to be evasive:</p>
|
||
|
||
<ul>
|
||
<li>The funds were misplaced.</li>
|
||
</ul>
|
||
|
||
<p>Who misplaced the funds? As a reader, you might think, "Is the writer trying to hide something from me?"</p>
|
||
|
||
<p>If you don't want to appear to be hiding something, you should use active voice:</p>
|
||
|
||
<ul>
|
||
<li>The accountant misplaced the funds.</li>
|
||
</ul>
|
||
</div>
|
||
|
||
<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Back</a></div>
|
||
</div>
|
||
</div>
|
||
<!-- CARD 6 -->
|
||
|
||
<div class="box box-wide flipcard">
|
||
<div class="flipcard-front">
|
||
<div class="flipcard-content">
|
||
<h3>Get the tone right</h3>
|
||
|
||
<p>Make your document something that your audience wants to read. Stop and <em>hear</em> what you're writing from their point of view. Is it:</p>
|
||
|
||
<ul>
|
||
<li>Boring or <strong>compelling</strong>?</li>
|
||
<li>Finger-waving or <strong>inviting</strong>?</li>
|
||
<li>Condescending or <strong>respectful</strong>?</li>
|
||
<li>Forgettable or <strong>memorable</strong>?</li>
|
||
</ul>
|
||
|
||
<p>Would somebody in your audience want to read it? Would you?</p>
|
||
</div>
|
||
|
||
<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Flip</a></div>
|
||
</div>
|
||
|
||
<div class="flipcard-back">
|
||
<div class="flipcard-content">
|
||
<div class="media-float-right"><div class="media media-element-container media-floated_media"><div class="ds-1col file file-image file-image-jpeg view-mode-floated_media clearfix">
|
||
|
||
|
||
<picture title="Jonathan Capehart" class="media-element file-floated-media">
|
||
<!--[if IE 9]><video style="display: none;"><![endif]-->
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-large/public/institutes/plain-language/connect-readers-6-back.jpg?itok=AK3gq_NV&timestamp=1438631343 1x" media="screen and (min-width: 960px)"></source>
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium/public/institutes/plain-language/connect-readers-6-back.jpg?itok=G-g27Bob&timestamp=1438631343 1x" media="screen and (min-width: 800px)"></source>
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium-small/public/institutes/plain-language/connect-readers-6-back.jpg?itok=8Iq2Fb8V&timestamp=1438631343 1x" media="screen and (min-width: 600px)"></source>
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-small/public/institutes/plain-language/connect-readers-6-back.jpg?itok=5FG6bwSL&timestamp=1438631343 1x" media="screen and (min-width: 480px)"></source>
|
||
<source srcset="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-tiny/public/institutes/plain-language/connect-readers-6-back.jpg?itok=UKAUdBs3&timestamp=1438631343 1x" media="screen and (min-width: 0)"></source>
|
||
<!--[if IE 9]></video><![endif]-->
|
||
<img class="media-element file-floated-media" src="https://www.nih.gov/sites/default/files/styles/floated_media_breakpoint-medium/public/institutes/plain-language/connect-readers-6-back.jpg?itok=G-g27Bob&timestamp=1438631343" alt="Jonathan Capehart" title="Jonathan Capehart" />
|
||
</picture></div>
|
||
|
||
</div></div>
|
||
|
||
<p class="quote">“It is easy for us to forget the power of words. We use them the way an engineer uses a slide rule or a surgeon uses a scalpel.”</p>
|
||
|
||
<p class="caption">— Jonathan Capehart, Pulitzer Prize winner, <em>The Washington Post,</em> speaking at NIH (2009)</p>
|
||
</div>
|
||
|
||
<div class="flipcard-button-wrapper"><a class="button-link-5em gray-light flipcard-button" href="javascript:;">Back</a></div>
|
||
</div>
|
||
</div>
|
||
</div>
|
||
|
||
<h2>Where would you like to go next?</h2>
|
||
|
||
<div class="masonry-container">
|
||
<div class="box box-transparent"><a class="button button-large blue" href="/institutes-nih/nih-office-director/office-communications-public-liaison/clear-communication/plain-language/before-you-start-writing">Before You Start Writing</a></div>
|
||
|
||
<div class="box box-transparent"><a class="button button-large blue button-disabled" href="#">Connecting with Your Readers</a></div>
|
||
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<div class="box box-transparent"><a class="button button-large blue" href="/institutes-nih/nih-office-director/office-communications-public-liaison/clear-communication/plain-language/presenting-your-information">Presenting Your Information</a></div>
|
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<div class="box box-transparent"><a class="button button-large blue" href="/institutes-nih/nih-office-director/office-communications-public-liaison/clear-communication/plain-language/formatting-visual-clarity">Formatting and Visual Clarity</a></div>
|
||
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<div class="box box-transparent"><a class="button button-large blue" href="/institutes-nih/nih-office-director/office-communications-public-liaison/clear-communication/plain-language/testing-revising">Testing and Revising</a></div>
|
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<div class="box box-transparent"><a class="button button-large blue" href="/institutes-nih/nih-office-director/office-communications-public-liaison/clear-communication/plain-language/plain-language-getting-started-or-brushing">Start Over!</a></div>
|
||
</div>
|
||
|
||
<p>Ready to start writing in plain language? <a href="/sites/default/files/institutes/plain-language/nih-plain-language-checklist.pdf">Download this checklist to refer to as you write.</a></p>
|
||
</div></div>
|
||
|
||
</div>
|
||
|
||
<div class="lastupdated">
|
||
<p>This page last reviewed on March 27, 2017</p> </div> </div>
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