2. Persuasive speeches

Their main purpose is to influence the attitudes of an audience and their actions. They may try to reinforce the attitudes, beliefs, and values an audience already holds; to inoculate an audience against counter persuasion; to change attitudes, and to motivate an audience to act.

3. Goodwill (ceremonial) speeches

Goodwill presentations often take the form of after-dinner speeches and are often designed to be entertaining. Sometimes they are ceremonial, for example, when inducting a new officer, dedicating a memorial plaque, presenting an award, or delivering a eulogy. The purpose of such speeches is to build goodwill, to make people feel good about themselves, and to build respect for the organization and/or the product, as well as for peers, colleagues, and superiors.

Note that an informative speech may also include some persuasive components, for example if you present a solution to a problem. Appealing to the audience’s attitudes, opinions and interests is always more efficient than simply presenting objective information, because it more directly involves them into your speech as personalities.

Ex. 18. Read about the structure of a presentation.

The Structure of a Presentation

1. Introduction

   1. greet the audience and introduce yourself

   2. present an appetizer (attention-getting device) (optional)

      • ask a question

      • tell a story

      • share a personal experience

      • tell a joke

      • give some shocking facts

      • use a “problem” technique

      • cite a quotation

      • refer to an audience

   3. state your topic

   4. outline the speech

2. Body

   1. present your main point 1

Transition point*

2. present your main point 2

Transition point*

3. present your main point 3

Transition point*

4. (present your main point 4 etc.)

1. Conclusion

   1. briefly summarize your main points

   2. present a strong closure with reference to the main topic

   3. include a concluding attention-getting device (see appetizer techniques) or call for action (optional)

   4. thank the audience for attention

   5. signal your readiness to answer the questions

* A transition point is a sentence summarising the block of information you have just presented and previewing the next part (see Attention curve in Fig.2).

e.g. So, we have seen that this enhanced oil recovery method is not very efficient, and now I’d like to discuss some alternatives.

Ex. 19. Answer the questions.

1. What is the structure of the introduction?

2. What is an appetizer? What kinds of appetizers can you name?

3. Why are transition points important?

4. What is the structure of the conclusion?

Ex. 20. Working in pairs, develop four different appetizers you could use if you were making a presentation about an oil company. After that, share your ideas in class and see who has come up with the most interesting techniques.

Ex. 21. Read about the patterns which organize information in a presentation.