Publicity embraced by flashy people (4)
I believe the answer is:
hype
'publicity' is the definition.
(hype is a kind of publicity)
'embraced by flashy people' is the wordplay.
'embraced' indicates the answer is hidden within the clue.
'HYPE' is hidden in the letters of 'by flashy people'.
(Other definitions for hype that I've seen before include "Shrewd publicity" , "Doer of dirty work" , "Promotional publicity" , "injection" , "Promotional material" .)