ashur: meaning, definition, pronunciation and examples
B2Formal and neutral. More formal in everyday contexts than "tell" or "promise".
Quick answer
What does “ashur” mean?
to tell someone positively or confidently to remove doubt or worry.
Audio
Pronunciation
Definition
Meaning and Definition
to tell someone positively or confidently to remove doubt or worry; to make something certain or guaranteed.
Can also mean to make something secure or safe (e.g., to assure a loan), or to make a formal promise or pledge.
Dialectal Variation
British vs American Usage
Differences
Usage patterns are largely identical. The distinction between 'assure', 'ensure', and 'insure' is maintained in formal writing in both varieties, though 'insure' can be found in contexts where 'ensure' is expected in American English more than in British English.
Connotations
Slightly more formal in everyday British English.
Frequency
Comparable frequency in both varieties.
Grammar
How to Use “ashur” in a Sentence
SVOiOd: She assured me (of) her support.SVOd that-clause: The manager assured us that the issue was resolved.Vocabulary
Collocations
Examples
Examples of “ashur” in a Sentence
verb
British English
- I can assure you the cheque is in the post.
- He hastened to assure them of his loyalty.
- The tour guide assured us of our safety.
American English
- Let me assure you we're working on it.
- The contract assured her a steady income.
- Can you assure me this is the best price?
Usage
Meaning in Context
Business
Used in customer service and management to build trust, e.g., 'We assure you of our full attention.'
Academic
Used in formal arguments to state certainty, e.g., 'The data assures us of the correlation.'
Everyday
Common in spoken promises and reassurance, e.g., 'I assure you, it's not a problem.'
Technical
Less common; 'ensure' is more typical for processes. Used in finance for secured obligations.
Watch out
Common Mistakes When Using “ashur”
- Mixing up 'assure', 'ensure', and 'insure'. 'Assure' requires a person as an object.
- Incorrect: 'This will assure the project's completion.' (Should be 'ensure').
- Overusing in informal speech where 'promise' or 'tell' would suffice.
FAQ
Frequently Asked Questions
'Assure' is about removing doubt from a person's mind. 'Ensure' means to make certain that something happens. 'Insure' relates to financial compensation against risk.
Rarely and only in specific formal/legal contexts (e.g., 'to assure a loan'). Typically, it requires a personal object (assure someone...).
It depends on context and tone. It can be a polite emphasiser ('I assure you, it's no trouble') or, if said forcefully, it can sound defensive or impatient.
The main noun is 'assurance'. For example, 'He gave me his personal assurance.'
to tell someone positively or confidently to remove doubt or worry.
Ashur is usually formal and neutral. more formal in everyday contexts than "tell" or "promise". in register.
Ashur: in British English it is pronounced /əˈʃʊə(r)/, and in American English it is pronounced /əˈʃʊr/. Tap the audio buttons above to hear it.
Phrases
Idioms & Phrases
- “Rest assured (that)... = Be confident that...”
- “I can assure you = A strong way to emphasise a statement.”
Learning
Memory Aids
Mnemonic
Think: You give ASurance to someone to make them SURE. AS + SURE = ASSURE.
Conceptual Metaphor
CERTAINTY IS AN OBJECT THAT CAN BE GIVEN (I gave him my assurance). REMOVING DOUBT IS REMOVING A BURDEN (She assured his worried mind).
Practice
Quiz
Which sentence uses 'assure' correctly?