本音 (Honne) & 建前 (Tatemae)
Japanese nouns that do not translate into English
These are the "face" that is often talked of in the West. Tatemae is a social mask - politeness, tact - your outer facade or public face. Tatemae is what prevents you from saying "no" directly, even if you intend no quite strongly. Honne is your desire and inner intention. It might not match what you show to the outside world. Only you know your honne; even friend and family may not be privy to it.
Kristen McQuillin
http://www.mediatinker.com/