Word of the Day : September 14, 2018


verb ad-VERT


1 : to turn the mind or attention — used with to

2 : to call attention in the course of speaking or writing : make reference — used with to

Did You Know?

You may be familiar with the noun advert, which is used, especially in British sources, as a shortened form of advertisement. That's one way to use advert, but it has also been used as a verb in English since the 15th century. There's a hint about the origin of the verb in the idea of "turning" the mind or attention to something; the word derives via Anglo-French from the Latin verb advertere, which in turn comes from Latin vertere, meaning "to turn." Vertere is the ancestor of a number of words in English, including controversy, divert, invert, revert, and even versatile. In addition, we'd like to turn your attention to one particular vertere descendant: avert, meaning "to avoid." Be careful to avoid mixing this one up with advert.


"He also adverted to the practice of demanding that producers take back unsold produce as an 'unfair' practice that concerns the commission." — Patrick Smyth, The Irish Times, 12 Apr. 2018

"Painfully as I am affected by the family calamity which has fallen on me, I cannot let this opportunity pass without adverting to another subject which seriously concerns your welfare…." — Wilkie Collins, No Name, 1862

Word Family Quiz

What is the meaning of evert?



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