[Theme: Twenty Eleven]

The more links have a class called more-link, so you could add that to your stylesheet and give them a different font family and size.

As for the wording, you’ll need to edit the appropriate template.

In the content.php for example, on line 40, you’ll find an instance of the Continue reading.
So you’ll need to make a copy of that template, add it your child theme and make the edit.