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Sounds almost more kitsch and cloying (7)

Ross

I believe the answer is:

mawkish

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'cloying' is the definition.
(I've seen this before)

I don't understand the rest of the clue.

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(Other definitions for mawkish that I've seen before include "Insipid; maudlin" , "Effusively or insincerely emotional" , "Falsely sentimental" , "Cloying" , "Sentimental, schmaltzy" .)

I've seen this clue in the Sydney Morning Herald.
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