Let's say I've got a block of text on a page that I want to truncate to save 'real estate' on the page. I'll crop the copy (not mid word if I can help it) and add an ellipsis (...) and a hyperlink.
What should the hyperlink say?
If I go for 'Read more' does it feel like the computer telling me what to do? If I go for 'Show more' does it feel like I'm telling the computer what to do?