Hype used in advertising

Essay by sonu63College, UndergraduateA+, November 2002

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The art of hype pervades advertising of all kinds. You can see it everywhere you go. It's characterized by its extensive use of exclamation points, big words, powerful colors, and giant pictures. You're sure to see several trademark symbols and percentages that claim you will save. What they hide are the details, which are quite often exceptions to their claims and end up rendering their savings miniscule. These details are usually confined to "fine print" which they (advertisers) expect no one to read, leading the consumer to save very little to no money at all. Advertising uses hype to get a false message across to the viewer; understanding the makeup of this hype will change one's reaction to advertising.

Nowhere is hype more prevalent, and indeed necessary, than in advertisements. The very fact that hype is so prevalent says a lot about the watcher of advertisements. It implies that they have a short attention span and are unconcerned and unconvinced by details: they are emotionally driven.

However, much of it can probably be attributed to the desensitization against the effects of advertisements. Even the pictures shown have a lot to say about what they imply their audience is like.

Perhaps the single most distinguishing quality of hype in advertisements is the typesetting. It's designed to catch the eye. The words are usually big, huge in fact, telling you who they are and what they're selling. Anything that can be grasped at a quick glance, that will catch the eye, and that will present the product in an attractive light, will be displayed in big, bold letters. These aren't designed to inform you of their product, as such information can more easily and efficiently be presented in plain, normal-sized fonts. Such dry and boring information, though in fact...