To praise highly. You do not have to embellish if you don't want to but it does help the extolling to be more satisfying. Too much embellishment and you become a propaganda machine. Too little and you won't be believed. It's a delicate balance.
Over at MetaFilter, there's a terrific thread about emphatically hilarious/hilariously emphatic warning signs. These aren't your typical warning signs but rather things like "Don't look into laser with remaining eye" and these:
Be sure to read and click through the whole thread.
DesignCautionSignsDeath may followStrong messagesMemorable writingCrocodiles, the natural predator of wheelchairs