puffery (n.)

Old English pyffan, *puffian "to blow with the mouth," of imitative origin. Compare pouf, from French. Especially "to blow with quick, intermittent blasts" (early 14c.). Meaning "pant, breathe hard and fast" is from late 14c.

The meaning "to fill, inflate, or expand with breath or air" is by 1530s. The intransitive sense, in reference to small swellings and round protuberances, is by 1725. The transitive figurative sense of "exalt" is from 1530s; shading by early 18c. into the meaning "praise with self-interest, give undue or servile praise to." Related: Puffed; puffing.