pretense

noun6

1. •
   The action of pretending; false or simulated show or appearance; false or hypocritical assertion or representation.

   • He visited the king under the pretense of friendliness.
   • "Lady Little", the title that she used, was just a pretense.
2. •
   Intention or purpose not real but professed.
3. •
   An insincere attempt to reach a specific condition or quality.

   • His visit was duly paid. He came with a pretence at an apology from their sister-in-law, for not coming too […] — 1811
4. •
   Affectation or ostentation of manner.

   • She was a plain-speaking woman without a hint of pretense.
5. •
   An unsupported claim made or implied.

   • They wished to demask hidden metaphysics, to demask the false pretenses of sentences purportively descriptive but de facto metaphysical or evaluative. — 1968
6. •
   (no longer used) Intention; design.

   • A very pretence and purpose of unkindness. — 1603