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A unit rate is the cost for one unit of a particular item. To find the unit rate of the paint per gallon, given the cost of a half-gallon, you would double the cost of the half-gallon to find the cost of a full gallon.
So if a half-gallon costs $17.99, then a full gallon (which is twice as much paint) would cost $17.99 * 2 = $35.98.
Thus, the unit rate is:
start fraction $35.98 over 1 gallon end fraction
The correct choice is:
start fraction $35.98 over 1 gallon end fraction