Third person singular of assure; tells someone confidently that something is true or will happen; guarantees or makes certain.
English from Old French 'assurer', from Latin 'ad' (to) + 'securus' (secure). The word evolved from the concept of making something secure or certain, developing the modern sense of providing confidence through the 14th century.
The word 'assure' creates an interesting linguistic contract - when someone assures you of something, they're essentially offering their credibility as collateral for the truth of their statement. This makes assurance both a speech act and a social bond, explaining why broken assurances feel like personal betrayals.
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