What is hype? Hype is defined as promotional publicity of an extravagant or contrived kind. It is used to lure the consumer to a certain product or an event of some kind. The competition for the consumer's attention is intense and even desperate at times. Throughout the 1970's, there was a vast machinery of hype surrounding the music industry. Some of what came out of it was original and imaginative, but some was deceptive and outrageous. Whatever it was, it was all aimed at the consumer. The rock group Kiss has been performing for over twenty-six years. In that time, they have sold over ninety million albums, amassed legions of fans, and sold out stadiums around the world. There is a reason for the extraordinary success of Kiss. It has something to do with their ....

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