affect, effect. As a verb, affect means to influence ('Smoking may affect your health') or to adopt a pose or manner ('He affected ignorance'). Effect as a verb means to accomplish ('The prisoners effected an escape'). As a noun, the word needed is almost always effect (as in 'personal effects' or 'the damaging effects of war'). Affect as a noun has a narrow psychological meaning to do with emotional states (by way of which it is related to affection). It is worth noting that affect as a verb is nearly always bland and almost meaningless. In 'The winter weather affected profits in the building division' (The Times) and 'The noise of the crowds affected his play' (Daily Telegraph), it is by no means clear whether the noise and weather helped or hindered or delayed or exacerbated the profits and play. A more precise word can almost always be found.