But does it work?

Open happiness! Does hyperbole or exaggeration work in advertising?

Stronger than Beast Mtawarira; blinding-white teeth; irresistible to men (or women)…

Hyperbole is a very common feature in advertising, but does it work?

The Money Show’s Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice.

Scroll down to listen to the audio.

Hyperbole is not meant to be taken seriously.

Andy Rice (branding and advertising expert )

Puffery is not hyperbole; claims must be substantiated.

Andy Rice (branding and advertising expert )

The power of hyperbolic imagery often overpowers the brand.

Andy Rice (branding and advertising expert )

I wonder if Outa will challenge Sanral’s claims of efficiency.

Andy Rice (branding and advertising expert )

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