12-1-04 Assure/Ensure/Insure

<body topmargin=0 leftmargin=0 marginheight=0 marginwidth=0> <table cellpadding=0 cellspacing=0 border=0><tr> <td valign="top" colspan=2 height=90 BGCOLOR="#006699" TEXT="#080000" background="042d05a3.jpg"> <div> <FONT SIZE="5" COLOR="#000000" FACE="Arial" ><B>Big Ring Media Team, Inc.</B></FONT><B>    </B><B> |     </B><A HREF="index.htm" TARGET="_top" TITLE="Big Ring Media Team, Inc."><B>home</B></A></div> <div> </div> </td> </tr><tr> <td valign="top" width=210 BGCOLOR="#FFCC66" TEXT="#080000" background="043d2123.jpg"> <div> Click on this link to return to <A HREF="id39.htm" TARGET="_top" TITLE="Word Watch by Date">Word Watch by Date</A>.</div> <div> Click on this link to go to <A HREF="id40.htm" TARGET="_top" TITLE="Word Watch by Subject">Word Watch by Subject</A>.</div> </td> <td valign="top" height=390 width="100%" BGCOLOR="#FFFFFF" TEXT="#080000"> <div> <I>12-1-04 Assure/Ensure/Insure</I></div> <div> “Insure” is rarely misused. Writers understand that to insure something is to “guarantee against loss or harm” (Random House Webster's College Dictionary). To insure something or someone entails a financial transaction.</div> <div> With that out of the way, let's look at what is perhaps the most misused term in writing today: “assure.” We assure people to make them feel better. We assure Mary and Ted that little Clive is doing well in school. We assure Alice that those jeans don't make her butt look big. We assure Rodney that no one will notice the fish eye in the new paint on his '49 Merc.</div> <div> So far so good. Trouble flares when we use “assure” when we should use “ensure.” We ensure outcomes or conditions. Periodically checking the air pressure of our spare tire will ensure (not assure) that it's useable should we ever need it. Increasing activity while cutting calories will ensure (not assure) weight loss. Wise planning and disciplined investing will ensure (not assure) a comfortable retirement.</div> <div> What mnemonic device will help us? Remember that we assure people and ensure results. Remember, too, that “assure” and “reassure” are close cousins. If “reassure” makes sense in the sentence, then “assure” is probably the right choice:</div> <div> Joe <I>assured</I> Tom that the client was pleased.</div> <div> Joe <I>reassured</I> Tom that the client was pleased. [The sentence still makes sense.]</div> <div> Dave <I>ensured</I> the building's security by adding an alarm system.</div> <div> Dave <I>reassured</I> the building's security by adding an alarm system. [The sentence is now nonsensical.]</div> <div> We admit that this is a gray area that's becoming grayer. Our trusty Random House even offers “assure: 3) to make (a future event) sure; ensure; guarantee.” Likewise, that dictionary gives us “ensure: 1) to secure or guarantee.” Nonetheless, we resist the movement to make these terms synonymous and we encourage others to join us in our resistance.</div> </td> </tr></table></body>