Assure

Definition

Assure is a verb meaning to make someone confident or certain about something, often by offering reassurance. It can also mean to guarantee or secure a particular outcome or condition.

Parts of Speech

• Verb

Pronunciation

American English

• IPA Pronunciation: /əˈʃʊr/
• Respelling: uh-SHUR

British English

• IPA Pronunciation: /əˈʃɔː/
• Respelling: uh-SHAW

The pronunciation of "assure" differs slightly between American and British English, particularly in the vowel sounds.

Etymology

The word "assure" originates from the Old French "asseurer," meaning "to make sure." It derives from Latin "ad-" (to) and "securus" (secure), implying confidence or certainty. The word entered English in the late Middle Ages, maintaining the sense of providing reassurance or confidence.

Derivatives

• Assurance (noun)
• Assured (adjective)
• Assuredly (adverb)
• Reassure (verb)
• Assurer (noun)

Synonyms

• Reassure
• Guarantee
• Confirm

Antonyms

• Undermine
• Discredit
• Doubt

Usage

The term "assure" is often used in contexts involving reassurance or confidence-building. For example, "She assured him that everything would be fine," or "The contract assures payment upon delivery." It is commonly applied in interpersonal, business, and legal settings.

Related Terms

• Reassure: To comfort or relieve doubts by offering further assurance.
• Ensure: To make certain of a result or outcome.
• Promise: To pledge or commit to a specific action or outcome.

Detailed Definitions

Verb

• To make certain or secure: Refers to providing a guarantee or reassurance of a specific result or condition.
  • Example: "The measures taken will assure the success of the project."
• To inform positively to relieve doubt: Involves giving confidence to someone about a particular matter.
  • Example: "He assured them of his support."