"s" as in measure
/ʒ/as in “measure”
How to make it
- Make the same shape as for "sh", with rounded lips.
- Turn your voice on, so it buzzes.
Common mistake
Replacing it with "j" ("mejure" for "measure") or with "sh". It is a smooth buzz with no stop.
In words
Listen at normal speed or slowly, then say it yourself.
- measure
- vision
- beige
US and UK
This sound is the same in American and British English.