pretense

Short definition from Wiktionary

Noun

1. 1
   The action of pretending; false or simulated show or appearance; false or hypocritical assertion or representation.
2. 2
   Affectation or ostentation of manner.
3. 3
   Intention or purpose not real but professed.
4. 4
   An unsupported claim made or implied.
5. 5
   An insincere attempt to reach a specific condition or quality.
6. 6
   Intention; design.