signboard; pretense; cover
Meanings
2 senses · 8 examplesnoun
signboard; shop sign
Literally refers to a physical sign or banner hanging outside a traditional shop to indicate the goods sold.
The signboard of this time-honored shop has been hanging for a hundred years.
You can tell from the sign that this shop sells alcohol.
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Every shop on this street has its own distinctive signboard.
noun
pretext; cover; guise; smokescreen
A figurative usage meaning a false or deceptive outward appearance used to conceal one's true intentions or activities.
They went on a trip under the pretext of conducting research.
This charity project is just a front for the purpose of money laundering.
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He asked his boss for leave under the pretense of being sick.
Don't use being busy as an excuse; you just don't want to help.
Going sightseeing under the guise of attending a conference is highly irresponsible behavior.