Confused by ENSURE, REASSURE, INSURE, ASSURE? Learn the Differences!

In this English lesson we teach the differences in meaning between the words: sure, unsure, ensure, assure, reassure and insure. All of these verbs have the same root ‘sure’, but they mean different things. You’ll see a funny sketch about a firework display that goes wrong, where we demonstrate how to use each word correctly. We also examine the difference in pronunciation between the word ‘sure’ in Jay’s American accent and Tom’s British accent. This video will help you master these 6 essential words so you can feel sure that you pick the correct form of ‘sure’ and use it correctly every time!

 

[Transcript

At the end of this video, you’re going to be sure of the meaning of the most common words
that contain the word Sure. You probably have a good idea already.
what sure means. To feel certain, convinced, or very confident about something.
But what about assure, ensure, reassure and insure?

Watch this scene and listen carefully for the words with ‘sure’ in them.

I’m not sure about this. What are you unsure of? Is it a good idea? Of course it is. I can assure you that you’ll love it. But how do you know? I’m sure because everyone loves fireworks. But, how did you ensure that it’s going to be safe? Oh, I watched a video. Well, that’s reassuring. Right. Let’s set them off. Three. Two. One.

Did we insure the house?

I think we should be leaving fireworks to the professionals from now on.

Yes, I suppose you’re right. But for now, let’s review the sure words, OK? OK, So what are the differences
between these words with sure in them?
Let’s start with the base form. Sure means certain, convinced or very confident.

I’m sure because everyone loves fireworks.

I felt very certain that the fireworks would be successful.

Got it. So the negative, not sure or unsure, means the opposite of these? Uncertainty. Doubtful. Insecure about something?

I’m not sure about this. What are you unsure of?

Well, yes, I had some safety concerns. Now, what about assure? To assure someone of something means
you speak confidently to convince them or guarantee something.
I can assure you that you’ll love it.

I convinced Jay that he would enjoy the end result. So with the prefix re reassure, does it mean you assure someone again?

It can mean that although we typically use it in a context when one person feels worried or doubtful. So another person says things to make them feel comforted
and confident again.
Well that’s reassuring.

Do I detect some sarcasm in your voice?
Yes. I certainly wasn’t feeling comforted because you watched one video. Anyway, tell us how is reassure different
from ensure? Reassure means saying. Ensure means doing. When we ensure something, it means we take action in order to secure
or guarantee a particular result.
How did you ensure that it’s going to be safe?

You needed to know what action I had taken to make it was safe. And what about insure? Think about money. Because insure means protecting oneself
from financial loss. If an item of value is lost, damaged or destroyed. To protect yourself, you pay money to an insurance company. In return, they cover your item of value, which means they promise to compensate you if it’s lost, damaged, or destroyed.

Did we insure the house?

Did you notice the way I say sure is different
from the way Jay says it. Sure, sure. In British English, it’s more typical to have a flat, monosyllabic sound where the r is either unvoiced
or very soft, like the r in the word or. In American English, we tend to stress the r more, and the vowel sound is more like a u than an o. Sure,
but I have to say it varies by region. Where I grew up in Brooklyn, we said ‘shuah’ instead of sure,
and the words insure and insurance vary by region too. In the northeast, Philadelphia,
New York, Boston, for example, It’s in sure’. But in Arkansas, for example, it’s in’ sure and in’ surance not in sure’ and in sur’ ance.

If you want to learn more about the difference between the American R and the English R, ensure that you watch this video next.

And if you like what we do and want to see more, be sure to subscribe and leave us a comment below. And you can follow me at Study
4 English on Instagram and TikTok, where I make short videos teaching B1 English, phrasal verbs and idioms.

Bye now!