The volume turned up past what the thing can carry. Someone keeps talking, the claims keep growing, and the noise spreads until it is everywhere. Two things can then be looked at separately: the noise itself, and what the noise does to the people who hear it.
The source for this batch records hype as a clipping of hyperbole, a word for deliberately overstated language. That fits the modern core: hype is not ordinary publicity but publicity pushed past the facts.
本批資料記載 hype 來自 hyperbole（誇飾，故意把話講得比事實大）的縮短。這條線索正好對上今天的核心：hype 不是一般的宣傳，而是被推過頭、超出事實的那一種。
Wiktionary entry for hype (etymology 1), supplied in this batch's evidence packet: Clipping of hyperbole.
One branch
被放大的聲音
這一組直接就是核心畫面：話講得比實物大。
noun · B2
Loud, repeated talk in advertisements, in the news, or online, which tries to make people believe that something is better or more important than it really is. The word shows that the speaker does not trust the talk.
炒作／過度宣傳