word usage - Is this the right use of "ensure"?


This sentence in some of my company's copy has been bothering me for a while:


"The new iDirect X3 modem comes with a one year warranty — which [company] will double to two years — insuring your peace of mind."


This question sort of supports it, as does this.


But this one from Quick and Dirty Tips, which I used to trust a lot when I used to write on a regular basis, almost seems like it's suggesting assure.


I'm pretty sure it shouldn't be 'insure' because it's the peace of mind we're ensuring. So... Insure, assure, or ensure? My gut tells me ensure, but...



Answer



Most users (in the US) and most dictionaries would select ensure as the logical choice



make certain that (something) shall occur or be the case



However, insure would not be wrong



often followed by against to guarantee or protect (against risk, loss, etc)


we insured against disappointment by making an early reservation


often followed by against to issue (a person) with an insurance policy or take out an insurance policy (on)


his house was heavily insured against fire


after all his car accidents the company refuses to insure him again



The cited text refers to a warranty that the company is extending. The company is committing financial resources to make you whole if the product fails, something tantamount to an insurance policy.


Assure seems less apt. Most definitions and usage have to do with telling rather than effecting



to cause to feel sure or certain; convince: to assure a person of one's love


to promise; guarantee: he assured us that he would come


to state positively or with assurance


to make (an event) certain; ensure


(mainly British) to insure against loss, esp of life



All said, there is a justification for each in US usage.


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