The phrase is informal and often used in casual conversation, not in formal situations. He's started talking like he's the boss—so full of himself lately.
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Negative Tone
'Full of yourself' carries a negative connotation, suggesting someone has an exaggerated sense of self. Ever since she won the award, she walks around full of herself.
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Common Contexts
Used when someone is bragging or showing off, it's a way to criticize their behavior. You're acting too full of yourself; no one appreciates a show-off.