Pretend, affect, assume, feign imply an attempt to create a false appearance. To pretend is to create an imaginary characteristic or to play a part: to pretend sorrow. To affect is to make a consciously artificial show of having qualities that one thinks would look well and impress others: to affect shyness. To assume is to take on or put on a specific outward appearance, often (but not always) with intent to deceive: to assume an air of indifference. To feign implies using ingenuity in pretense, and some degree of imitation of appearance or characteristics: to feign surprise.