Meaning of hype (what is it, concept and definition)

What is Hype:

Hype refers to the expectations artificially generated around a person or product, whose promotional campaign and image has been built from the overvaluation of their qualities.

The word hype comes from English and is a colloquial reduction of the word hyperbole , which is literally translated hyperbole.

A hyperbole is, in fact, a literary device that goes to exaggeration of the qualities of a person, thing, or situation, in order to gain more attention from the reader. In this way, hype refers to the condition of exaggerated .

The use of this hype expression comes from the world of video games, where their advertising is usually based on an expectation of entertainment that the player tries to see compensated.

By extension, in colloquial language the term hype is used to refer to those themes, personalities or goods (music, cinema, products) that become a media trend from overvaluation and the creation of excessive expectations.

Hype in marketing

The term hype , in the area of ​​marketing or marketing , is the name given to the strategy that seeks to create in the consumer a non-existent need through the creation of expectations.

To do this, the qualities of a thing, idea or product are emphasized through a campaign aimed at creating and filling a news cycle. Although it is usually quite attractive, this strategy has the negative side that it usually generates a very high expectation in the viewer to which the company must then respond.