window dressing
[ˈwɪndoʊ ˈdrɛsɪŋ]
nounpl: window dressings
vitrinismo; enfeite de vitrines; fachada enganosa
1. The arrangement and display of goods in a shop window to attract customers
The store invested heavily in window dressing to draw in passersby.
A loja investiu muito em vitrinismo para atrair clientes na rua.
2. Actions or statements intended to make something appear better or more attractive than it really is; superficial improvement or deception
The company's environmental policies were dismissed as mere window dressing by environmental groups.
As políticas ambientais da empresa foram descartadas como mero vitrinismo pelos grupos ambientalistas.
3. A deceptive presentation designed to impress without substantive change
The restructuring was criticized as window dressing that didn't address the real problems.
A reestruturação foi criticada como uma fachada enganosa que não abordava os problemas reais.
The term originated from the literal practice of decorating store windows in retail, particularly prominent in early 20th century American and European commerce. It has evolved into a critical term used in business, politics, and social commentary to describe superficial changes made to create a false impression of improvement. In Brazil, it is frequently used in discussions about corporate governance, environmental claims, and political reforms. In the USA, particularly in NYC's business district, it remains common in financial and corporate contexts to criticize company announcements that lack substance.
NYC Slang
window dressing; putting lipstick on a pig; smoke and mirrors
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