What does obvert mean?
Obvert is a formal verb meaning to turn away from a subject, especially to avoid dealing with an unwelcome criticism or to redirect attention elsewhere. In its most common use, it describes an attempt to make people overlook an issue: a speaker may obvert a question, a newspaper may obvert a scandal, or a response may obvert the central charge being made. The word carries a slightly critical connotation because it implies deliberate avoidance rather than simply failing to notice something. It can also be used more neutrally, especially in literary or rhetorical descriptions, to mean directing attention away from one topic and towards another. Although related in meaning to evade, divert, and avert, obvert is less common and more formal, making it especially useful in precise descriptions of rhetorical behavior.
verbTo turn one's attention away from something, especially to avoid acknowledging a criticism or controversial subject. In literary and rhetorical contexts, it can also mean to direct attention elsewhere.
- To turn away from or avoid acknowledging a subject, especially a criticism or an inconvenient topic.
- To direct attention away from one subject and towards another.
"Rather than obvert the issue, the minister addressed the criticism directly."
"The article attempted to obvert the public's attention from the company's financial losses."
"She did not obvert the question but answered it with remarkable care."
The word obvert comes from the image of turning one's face away, making it a formal choice for deliberately redirecting attention.
Reviewed by Deb Chak, Editor. AI-assisted content curated by RJS Tech Solutions LLP.
Where does obvert come from?
Obvert comes from the Latin verb obvertere, meaning to turn something towards or away from a particular direction. English borrowed the word in the 17th century, initially in contexts involving turning or directing. It is related to other Latin-derived words formed with the prefix ob- and the root vertere, meaning to turn, such as obverse and reverse. The modern sense of turning attention away developed through the word's association with directing or diverting the gaze.
Related word forms
How obvert is actually used
Obvert is formal and relatively uncommon. It is often used in discussions of rhetoric, criticism, and political or media communication, where it suggests an intentional avoidance or redirection of attention. Avert more commonly means to prevent something bad from happening.
Easily confused with obvert
Obvert is a verb meaning to turn attention away from something, whereas obverse is a noun or adjective referring to the front side of a coin or medal, or the face of a form.