Anyone doing business in the digital world knows that attention is exceptionally fleeting. Why else would copywriters spend hours thinking of the perfect hooks to stop their audience scrolling long enough to reel them in?
One rhetorical technique that is exceptionally effective as both an initial hook and to stress a key point within a message is hyperbole.
Hyperbole is a figure of speech that involves an overstatement for the sake of emphasis. Put simply, it is when you exaggerate something dramatically to make a point or grab attention. Think of it like the flash of a firework in the night sky; it captivates the eye and illuminates the message, making it impossible to ignore.
One example can be seen in the ancient world. An orator attempts to prosecute a former governor for extreme corruption and abuse of power. To emphasise the extent of the defendant’s greed and the outrageous nature of his extortion, he states:
He thought they not only had their harbours and their coasts, their sea, and their land but even the sky and the air they breathed for sale.
This exaggeration emphasises the corruption and paints the man as so greedy he would even sell the natural elements, which are obviously beyond anyone’s capacity to sell or own.
Of course, hyperbole is also common in casual conversation, such as saying, “This bag weighs a ton”, to stress how heavy something feels. In traditional advertising, hyperbole is used to make products seem incredibly desirable. For example, “Red Bull gives you wings”, suggesting an extraordinary boost in energy and vitality.
Why Hyperbole Works
Exaggerations can trigger a heightened neurological response because the human brain is wired to notice and remember information that stands out or deviates from the norm. The overstated nature of hyperbole fits this bill perfectly.
For example, a coffee shop owner might claim they offer “the best coffee on the planet”. This bold claim is an obvious exaggeration and clearly cannot be proved. However, it captures attention and sticks in the memory since the brain is primed to latch onto information that dramatically deviates from the ordinary.
Additionally, research in cognitive psychology suggests that exaggerated statements can interrupt the habitual pattern of thinking, forcing the brain to pause and reconsider the information presented. This “interruption” is a key reason hyperbole grabs attention effectively.
Another benefit of hyperbole is that it can amplify the emotional intensity of a message. By exaggerating the benefits or consequences, it can make the emotional stakes seem higher, which can be more persuasive. Hyperbolic claims often generate stronger emotional reactions, which can lead to higher recall and better persuasion outcomes, as emotions are a critical driver of decision-making.
The Risks of Using Hyperbole
As with many rhetorical techniques, using hyperbole without caution is like inflating a balloon; overdo it, and it’s bound to burst, leaving nothing behind but disappointment.
The risks of using too much hyperbole are clear.
Exaggerated claims can set unrealistic expectations. When the actual product or service doesn’t deliver, it leads to customer dissatisfaction. This in turn poses a risk of damaging trust. Once customers feel deceived, regaining their trust can be extremely difficult. This loss of trust can harm the brand’s reputation long-term. In some extreme cases, there are even legal risks to consider. In some cases, especially with advertising, hyperbole that misleads can result in legal challenges and fines from regulatory bodies like the Federal Trade Commission in the U.S.
For example, Innocent Drinks, known for its health-conscious branding and playful marketing, faced backlash over its product claims. The company marketed their smoothies and juices with extensive hyperbole, emphasizing their health benefits.
One full-colour advertisement described the drink as a “natural detox superfoods smoothie”. But the Advertising Standards Authority (ASA) also said the company had failed to justify the advert’s claim that the smoothie had more antioxidants than the government’s recommended daily intake of five portions of fruit and vegetables.
This ruling led to a public relations issue for Innocent, as consumers felt misled by the exaggerated health claims. The brand faced criticism on social media and in the press, calling into question its commitment to transparency and honesty.
Balancing Hyperbole with Credibility
It is important to set realistic expectations. While it’s tempting to use hyperbole to make a product seem extraordinary, it’s crucial to keep descriptions grounded in reality to ensure customer satisfaction.
Always be open about what your product does and doesn’t do. Honesty fosters trust and can lead to more sustainable customer relationships. The trick is to focus on using hyperbole for humour or obvious dramatic effect. Disclaimers can also help manage expectations while allowing creative freedom.
Incorporating humour makes it clear that a hyperbolic statement is not a deceptive claim. This can help maintain the light-hearted nature of hyperbole without confusing the audience about the product’s real benefits.
For example, a company selling exceptionally spicy hot sauce might use an email subject line like, “Warning: This Sauce Might Just Melt Your Taste Buds!”.
This playful exaggeration uses humour to highlight the product’s intensity without literally suggesting a harmful effect. The tone makes it clear that the hyperbole is not a factual claim, but rather a fun way to convey the sauce’s high heat level.
Strategic Examples of Hyperbole in Digital Messaging
So, keeping in mind the ethical and legal considerations, let’s consider a few examples of how hyperbole can support persuasive digital messaging.
In a social media post, a local ice cream shop might post, “Dive into a sea of the creamiest, dreamiest ice cream you’ve ever tasted!”
This hyperbole emphasises the quality and experience of the ice cream without making factual claims. It’s clearly an exaggeration for promotional purposes, likely to be interpreted as such by the audience.
Note this post also makes use of the rhetorical technique of Assonance with “creamiest, dreamiest”. This involves the repetition of vowel sounds within closely placed words to create internal rhyming within phrases or sentences, enhancing the musicality and flow of the language.
Meanwhile, a blog post might be titled: “10 Life-Changing Tips to Revolutionise Your Morning Routine”.
While “life-changing” is a strong statement, it’s commonly used to signify significant improvements, and in some cases may well be the case. The hyperbolic nature of this phrase helps the title stand out and suggests the blog will offer valuable insights, making it very clickable.
An email marketing campaign might make use of hyperbole with a headline like: “Feast Like a King with Our Gourmet Meal Kits”.
This subject line uses hyperbole to enrich the dining experience of these meal kits by suggesting a lavish and opulent meal akin to what one might expect at a royal banquet. The term “gourmet” conveys a sense of refined taste and high quality, appealing to customers’ desire for an exceptional dining experience at home.
Note the fine line on the last example. Calling them “Gourmet Meal Kits” would be an acceptable level of hyperbole, while “Michelin-Star Meal Kits” would likely lead to trademark issues. This highlights the importance of ensuring that hyperbolic claims are framed in contexts where the audience can easily recognise them as figurative or promotional exaggerations.