Cryptic crossword clue
Firm adopting advertising is showing incredulity 8

The most common and most likely answer to this crossword clue is the 8 letter word SURPRISE

I've seen this crossword clue in The Guardian
S
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Buddy explains!

The straight part
We know that "incredulity" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case incredulity = surprise.
The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.
This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.

What does SURPRISE mean?

SURPRISE noun
  1. Something unexpected.
  2. The feeling that something unexpected has happened.
  3. A dish covered with a crust of raised pastry, but with no other contents.
SURPRISE verb
  1. To cause (someone) to feel unusually alarmed or delighted by something unexpected.
  2. To do something to (a person) that they are not expecting, as a surprise.
  3. To undergo or witness something unexpected.
  4. To cause surprise.
  5. To attack unexpectedly.
  6. To take unawares.

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