Assure – Ensure – Insure

A.

Assure – ensure – insure

1. If you assure someone that something is true or will happen, you tell them that it is definitely true or will happen, often in order to make them less worried. We often use such phrases as I can assure you or let me assure you in order to emphasize the truth of what we are saying:

• Let me assure you that the children will be totally safe on this adventure holiday.
• I can assure you that the children will be totally safe on this adventure holiday.

2. If you ensure that something happens, you make certain that it happens. A less formal equivalent of this verb in spoken English would be make sure:

• Ensure / Make sure that your working hours as well as your rate of pay are written into your contract.

3. Insure has another meaning. If you insure yourself or your property, you pay money to an insurance company so that if you become ill or if your property is stolen or damaged, the company will pay you a sum of money:

• We can insure your car against fire, theft and third party damage for as little as $30 per month.

• Make sure you remember to insure the digital camera and the mobile phones. They’re not included under the house contents insurance.

B.

Affect – effect

Affect and effect are often confused, even by native speakers of English. Compare the following:

• ‘The really hot weather affected everybody’s ability to work.’
• The tablets which he took every four hours had no noticeable effect on his headache.’

C.

Efficient – effective

These two words are often confused, if somebody or something is efficient, then he, she or it works in a well- organized way, without wasting time or energy. Consider the following examples:

• ‘She was efficient in everything she did.
• ‘He hasn’t made very efficient use of his time.
• ‘This engine is really efficient.

If something is effective, it works well and produces the results that were intended. Consider the following examples:

• ‘These tablets really are effective. My headache’s much better now.’
• The only effective way to avoid high fever at this time of the year is to stay indoors.

D.

Hurt

If part of your body hurts, you feel pain there. If you hurt someone, you cause them to feel pain.

• Have you been knocked over? Tell me where it hurts / it’s hurting.
• ~My arm hurts.

• You’re hurting my arm. Ouch! Don’t touch me. That hurts!

You can also hurt someone’s feelings, and cause them to feel emotional pain:

• I think she’s going to be hurt. I don’t think she’ll ever fall in love again.

• What hurt me most was the betrayal. How could be behave like that?

E.

Kid and Kidding

Kidding is widely used in the meaning to joke if you want to suggest that what has been said may not be appropriate or true:

• I’m going to call her and tell her she should marry Ben.

~ Are you kidding? Ben’s the last person she should marry!

• I’m going to buy her a ring with diamonds and emeralds.

~You’re kidding me! Where are you going to get the money from?

• He says he’s going to make a million before he’s forty!

~Who is he kidding? He is kidding himself if he thinks so.

Kid

Note that kid and kids are also widely used to refer informally to children, sons and daughters:

• We’re going to take the kids to see Lion King at the theatre in London.
• He’s just a kid. He doesn’t understand the difference between right and wrong.
• They don’t have any kids so there’s always plenty of money for holidays.

On Changing

Changing the subject – starting to talk about something else to avoid embarrassment

Changing your mind – deciding to do something else, usually the opposite

Changing your tune – a more informal expression for saying or doing something else.

Having a change of heart – reversing your opinions or attitudes

A sea change – a complete change in someone’s attitudes or behaviour