To assure someone is to remove their doubts and make them feel confident about something.
Word in 30 Seconds
- Remove doubt by stating confidently.
- Instill confidence in another person.
- Often used with 'that' or 'of'.
**Overview**
The verb 'assure' means to remove doubt or anxiety from someone by stating confidently that something will happen or is true. It implies making a promise or giving a guarantee to instill confidence. It's about providing certainty and peace of mind to another person.
**Usage Patterns**
'Assure' is typically used with a direct object (the person being reassured) and often followed by a clause or a prepositional phrase indicating what is being assured. Common structures include 'assure someone that...', 'assure someone of something...', and 'assure someone about something...'. It's important to note that you assure someone, not something directly, although you can assure someone of something.
**Common Contexts**
You might hear 'assure' in everyday conversations when offering comfort or certainty. For example, a doctor might assure a patient about a treatment's success, or a friend might assure you that they will be there for you. In professional settings, it's used to confirm reliability or commitment, such as a company assuring customers about product quality or a manager assuring their team about job security. It can also appear in more formal contexts, like legal documents or official statements, to guarantee facts or outcomes.
**Similar Words Comparison**:
- Ensure: While similar, 'ensure' means to make certain that something will happen or be the case. It focuses on the action of making something certain, rather than reassuring a person. You ensure a result; you assure a person.
- Guarantee: This is a stronger term, often implying a formal promise or pledge, sometimes with a penalty if not fulfilled. 'Assure' is more about confidence and removing doubt.
- Reassure: This is very close in meaning to 'assure', often used interchangeably. However, 'reassure' specifically implies that someone was previously worried or uncertain, and you are calming them down.
Usage Notes
The verb 'assure' is used when you want to remove doubt or anxiety from someone. It implies making a confident statement or promise. It is typically followed by a person and then a 'that' clause or a prepositional phrase starting with 'of'.
Common Mistakes
A common mistake is confusing 'assure' with 'ensure' or 'insure'. Remember, 'assure' is about people's confidence, 'ensure' is about making outcomes certain, and 'insure' is about financial protection.
Memory Tip
Think of 'assurance' as a feeling of certainty you give to someone. If you 'as-SURE' someone, you make them feel 'sure' about something.
Word Origin
The word 'assure' comes from the Latin 'securus', meaning 'safe' or 'secure'. It entered Old French as 'assurer' and then into English, originally meaning to make safe or secure, evolving to mean making someone feel confident and free from doubt.
Cultural Context
In many cultures, being able to assure someone implies reliability and trustworthiness. Making a promise you intend to keep, and reassuring someone who is worried, are valued social actions.
Examples
I can assure you that this is the best pizza in town.
everydayJe peux vous assurer que c'est la meilleure pizza de la ville.
The company representative assured the clients of their commitment to quality service.
formalLe représentant de l'entreprise a assuré aux clients leur engagement envers un service de qualité.
Don't worry, I'll be there on time. I assure you!
informalNe t'inquiète pas, je serai là à l'heure. Je t'assure !
The report aims to assure stakeholders that the project is on track and within budget.
academicLe rapport vise à assurer aux parties prenantes que le projet est en bonne voie et respecte le budget.
Word Family
Common Collocations
Common Phrases
I assure you
Je vous assure
rest assured
soyez assuré
assure the safety of
assurer la sécurité de
Often Confused With
'Assure' is used to make a person feel confident. 'Ensure' is used to make certain that an event or situation will happen. You assure a person of something; you ensure that something happens.
'Insure' specifically refers to protecting something (like property or life) against financial loss by paying for an insurance policy. It is related to financial protection, not emotional reassurance.
Grammar Patterns
Focus on the Person
Remember that 'assure' is about making *someone else* feel confident. The action is directed towards a person's feelings or state of mind.
Don't Confuse with 'Ensure'
Be careful not to use 'assure' when you mean 'ensure'. Assuring is about people's confidence; ensuring is about making an outcome certain.
Building Trust
Using 'assure' effectively is key to building trust in relationships, both personal and professional. Sincerity is crucial for it to be meaningful.
Test Yourself
Choose the best word to complete the sentence.
The manager tried to ______ the employees that their jobs were safe.
'Assure' is used here because the manager is speaking directly to people to make them feel confident and less worried.
Select the sentence that uses 'assure' correctly.
Which sentence correctly uses the word 'assure'?
This sentence correctly uses 'assure' followed by a person ('me') and a clause ('that you will arrive on time') to remove doubt.
Arrange the words to form a correct sentence using 'assure'.
Arrange: you / I / will / that / help / assure
This forms a grammatically correct sentence where 'I' is assuring 'you' that help is coming.
🎉 Score: /3
Frequently Asked Questions
4 questions'Assure' is used when you are making a person feel confident or removing their doubts. 'Ensure' is used to make certain that something will happen.
Generally, no. You assure *people*. You can assure someone *of* a thing or assure someone *that* a thing is true, but you don't directly 'assure' an object or an event.
Yes, the core meaning is positive, aiming to provide confidence and reduce worry. However, like any word, it can be used insincerely.
The most common structures are 'assure [someone] that [clause]' (e.g., 'I assure you that I will be there') or 'assure [someone] of [noun phrase]' (e.g., 'We assure you of our best service').
Summary
To assure someone is to remove their doubts and make them feel confident about something.
- Remove doubt by stating confidently.
- Instill confidence in another person.
- Often used with 'that' or 'of'.
Focus on the Person
Remember that 'assure' is about making *someone else* feel confident. The action is directed towards a person's feelings or state of mind.
Don't Confuse with 'Ensure'
Be careful not to use 'assure' when you mean 'ensure'. Assuring is about people's confidence; ensuring is about making an outcome certain.
Building Trust
Using 'assure' effectively is key to building trust in relationships, both personal and professional. Sincerity is crucial for it to be meaningful.
Examples
4 of 4I can assure you that this is the best pizza in town.
Je peux vous assurer que c'est la meilleure pizza de la ville.
The company representative assured the clients of their commitment to quality service.
Le représentant de l'entreprise a assuré aux clients leur engagement envers un service de qualité.
Don't worry, I'll be there on time. I assure you!
Ne t'inquiète pas, je serai là à l'heure. Je t'assure !
The report aims to assure stakeholders that the project is on track and within budget.
Le rapport vise à assurer aux parties prenantes que le projet est en bonne voie et respecte le budget.
