hype

The word "hype" means to increase attention or promote something. It’s a very common word often associated with popular media events and the news.

• There’s a lot of hype leading up to the Superbowl.
• The concert promoters made sure that the performance would live up to the hype. (live up to the hype = match a positive prediction)
• The movie didn’t live up to all the hype surrounding it.
• The hype preceding the release of the book helped to increase sales.
• With enough media hype, the producers of the album hope to attract the attention of the public.
• What’s with all the hype? (Why is this getting so much attention?)
• Don’t believe the hype. (This is an expression.)

The word "hype" can be used as a verb:

• The Superbowl is being hyped by the network that is showing the game.
• Promoters of the festival hyped the event so much that it never lived up to expectations.
• The news media have been hyping the news story about the storm all week.

First published on January 28, 2015