To perpetuate or elevate the
status of a person, concept, ideal, organization or the like. Etymology stems from a Middle-English amalgamation of Latin 'pro-' (for) and Middle English 'motan' (
allow,
must). To offer support for allowance to continue is to promote. The opposite of condemn and dissent.
Roberto wasn't aware that his mass-
murder killing spree promoted strong Republican values until
Rush Limbaugh offered him a co-hosting role on his talk
show.