How to deal with people who brag and boast of themselves?

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Have you ever talked to a person who always brags and boasts of himself and his family? Well i have a friend who does so. He always speaks baseless things and brags and boasts of himself and his family members...Most of the times he irritates all of us with what he says and doesn't understand that. How to deal with him? Should directly tell him or keep on listening to his scrap?