Hyperbole, or "hype" for short, is a deliberate obvious and intentional exaggeration and used to emphasize a point often with dramatic or comedic effect. An example of dramatic hyperbole might be the following: "I would jump off a cliff before I'd ever miss church." The phrase "jump off a cliff" is not literal, but rather an exaggeration intended to emphasize how strongly the speaker feels about going to church.
Hyperbole in advertising
Advertising makes frequent use of hyperbole in order to draw attention to the positive aspects of a product and garner interest from consumers. A new toothpaste, automobile, or electronic gadget must be the healthiest, fastest, or coolest thing in town. Many consumers have grown accustomed to the use of hyperbole in advertisements and are no longer impressed by products being hailed by their makers as the "best" or "greatest" thing ever.