Jacob Nielsen noted it in October, 1997.
“Users detested “marketese”; the promotional writing style with boastful subjective claims (“hottest ever”) that currently is prevalent on the Web. Web users are busy: they want to get the straight facts. Also, credibility suffers when users clearly see that the site exaggerates.”
Is marketese driving your readers away? Quick: scan for any “detested marketese” in your blog or social website.