In the process of making sense of their world, humans harmonize the cues in their environment. For example, when words are superimposed on a picture we assume that they are characterizing the individual being shown. We do this even if the words bear no direct relationship to the picture. Political ad makers know that viewers are more likely to make this assumption if the print on the screen is credited to a respected source. Ad makers invite suspect inferences by featuring supposed passages from reputable news organizations or government agencies.