huǎng​zi

pretense

幌子 huǎng​zi
pretense noun
a facade, front, or excuse used to disguise one's true intentions

Under the guise of academic exchange, he traveled everywhere for pleasure.

signboard noun
a shop sign or signboard used to advertise a business

In the old days, taverns often hung banners as signs.

Frequency

Movie subtitles
2.77 per million appears in 1% of films
Written text
2.80 per million

Sources

Definitions
CC-CEDICT