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"She assures me that the project will be finished on time."
"The manager assures employees that their benefits won’t be affected by the policy change."
"He assurances the jury of the defendant’s alibi, emphasizing the interrogation’s consistency."
"The advertisement assures customers of a 30-day money-back guarantee."
Assure comes from the Old French assurer, from Latin assurare, which is composed of ad- (toward) + sūrāre (to assure), and is linked to securus (safe, secure). The English verb assure emerged in Middle English with senses around “to tell with confidence” or “to make secure.” The word developed in stages: first as “to guarantee or promise” and later to mean “to give confidence or certainty to someone,” extending to the sense of conveying reassurance. The spelling and pronunciation evolved with standardization in Early Modern English, aligning with other forms like insure and ensure, though “assure” retained its direct sense of personal commitment or guarantee. First known uses appear in legal and rhetorical contexts where speakers sought to bolster trust or remove doubt, a pattern that persists in contemporary usage as a direct transitive verb used with an object (assures someone) and with a clause (assures that… or assures you that…).
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💡 These words have similar meanings to "assures" and can often be used interchangeably.
🔄 These words have opposite meanings to "assures" and show contrast in usage.
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Words that rhyme with "assures"
-res sounds
-urs sounds
Practice with these rhyming pairs to improve your pronunciation consistency:
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Pronounce as- SURES with the primary stress on the second syllable: /əˈʃɔːrz/ in US, /əˈʃɔːz/ in UK. Start with a schwa in the first syllable, then a compact “shor” sound before the final /z/. Mouth: relaxed lips, a light initial /ə/, then a mid-back rounded vowel in the stressed syllable, and end with a voiced alveolar sibilant /z/. For reference, imagine saying ‘a sure’ quickly, merging the r-colored vowel into a single syllable. Listen for the final z sound in connected speech.”,
Common errors include: (1) misplacing stress, saying /əˈæʃɔːrz/ or /æˈʃɔːrz/; (2) pronouncing the vowel in the first syllable as a full vowel like /æ/ or /ɪ/ instead of a neutral schwa; (3) voicing the final z as /s/ in rapid speech. Correction tips: keep the first syllable as a quick, weak schwa, ensure the second syllable has a clear /ɔː/ vowel quality, and end with a crisp /z/. Practice by saying 'uh-SHOREZ' in a smooth, two-beat rhythm and check that the final consonant is voiced.
In US English, /əˈʃɔːrz/ emphasizes the horse-shape /ɔː/ with a longer vowel and a clear /r/. UK English typically renders /əˈʃɔːz/ with a non-rhotic /r/ (linking to following syllable not pronounced) and a slightly shorter /ɔː/. Australian English is similar to UK in non-rhoticity, with a broad, centralized /ə/ in the first syllable and a crisp, end /z/. All share the /ʃ/ + /ɔː/ + /z/ nucleus, but rhotics and vowel length vary subtly by accent. Listen for the rhoticity and vowel quality differences when you compare taping yourself to native samples.
The difficulty lies in the two strong, closely spaced consonant articulations and the diphthong-like /ɔː/ in the stressed syllable, which requires a precise tongue position and lip rounding. The final /z/ must be voiced crisply without devoicing in fluent speech. Coordinating a quick, light onset with a mid-back rounded vowel and a clear alveolar sibilant can challenge non-native speakers, especially if their native language lacks a similar /ʃ/+/ɔː/+/z/ sequence. Focused practice on the transition between /ʃ/ and /ɔː/ and keeping the final /z/ voiced helps.
A distinctive feature is the cluster transition from the mid-back rounded vowel /ɔː/ to the voiced alveolar fricative /z/, especially in fast speech where the /r/ in US pronunciation can influence the preceding vowel quality. You’ll notice the second syllable carries the main load of articulation, while the first syllable remains light. Paying attention to the tongue position for /ʃ/ (tip behind upper teeth) and keeping the jaw relatively closed around /ɔː/ helps produce a clean, accurate /ˈʃɔː/ sequence.
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