ADVERTISING HYPE!! 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 "…showed first 75 words of 1053 total…

…showed last 75 words of 1053 total…present it in such a way as to seem informative, the ads are based more on hype than on information. Hype is the basis for all emotionally driven advertising, and it's found in the slew of advertisements you see from your home each day. After carefully analyzing an advertisement, the tricks are apparent. Perhaps understanding the hype will result in a better-informed society, one which can distinguish between a real deal and an advertisers steal.