hype

▪ I. hype hype ¹ [haɪp] noun [uncountable] disapproving MARKETING

when advertisers try to make the public interested in someone or something through advertisements that make people talk about them a lot on television and radio:

• Their status has been gained through their pursuit of quality, not through public relations hype.

• the hype surrounding any new film

  [m0] ▪ II. hype hype ² verb [transitive] disapproving

1. also hype up MARKETING to try to make the public interested in someone or something through advertisements or by getting them talked about a lot on television and radio:

• The unit trust industry is usually quick to hype its products.

• Competitors criticized the group for hyping up products it can't deliver.

2. LAW to deceive people by changing figures or results, usually to make a situation look better than it really is:

• The company admitted that it had hyped customer orders and faked records to match those orders.

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Ⅰ.

hype UK US /haɪp/ noun [U] DISAPPROVING MARKETING

► advertising, news reports, and public praise for a new product or service, which is used to make people excited about buying or trying it: »

marketing/advertising/media hype

hype around/surrounding/about sth »

After the e-commerce explosion and the hype around the business-to-consumer model came the business-to-business model.

→ See Note ADVERTISING(Cf. ↑advertising)

Ⅱ.

hype UK US /haɪp/ verb DISAPPROVING MARKETING

► (also hype sth up) to advertise or praise something a lot in newspapers, on television, online, etc. in order to make people excited about it and want to buy or try it: »

Over-enthusiastic followers hyped this company to the moon and now sales are failing to match those heady expectations.

»

Europe was hyped up as the place to invest last year.

hyped adjective

► »

Next month's launch is likely to be one of the most hyped events of the year.