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/Sounds like "boh" (as in "boat") + "CHOHR" (as in "chose") + "noh" (as in "note")/

Meaning

An intensely embarrassing situation you cannot escape, or the secondhand embarrassment of watching someone else humiliate themselves. Used in Spain and Mexico. Also describes the suffocating, windless summer heat that crushes everything. Both meanings share one quality: you desperately want to disappear.

Examples

I was absolutely mortified when I called him by the wrong name.

In this stifling heat, no one can get anything done.

Regional synonyms

To fall completely for a lie or fake story without questioning it. Literally "to eat the tale," this expression from Argentina and Chile describes someone who swallows a false version of events hook, line, and sinker, usually because they wanted to believe it.