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bluff (adj) rugged but good-natured (of a person).
A person who is rough in appearance, and rude in behavior, but who is good at heart and good-natured has a bluff manner. That is, a person with a rugged appearance and rude behavior which hide their good heart has a bluff manner.
- Bertram was rough and rude, but in spite of all his bluff manner he was a soft and gentle-natured man who had a real concern for others.
- In spite of his bluff exterior, there were many who received his help. His bluff appearance hid a gentleness which many benefited from.