28. Persuasive speeches.

Persuasive speech is one that causes

the listeners to respond in some way.

This response may take a form

of a reaffirmation of a belief that is already

held by the audience. The purpose of this

type of speech is to inspire the listeners

to maintain beliefs that they already hold

or to strive to work for something in which

they believe.

Another type of persuasive speech aims

to change the attitude or thinking of the

audience. It is necessary to identify with

the speaker’s outlook and to accept it.

For instance, in the USA abortion has

been controversial issue for many years.

The groups in favour of abortion

call themselves pro-choice, and the

groups against call themselves pro-life.

A speaker representing pro-choice organization may argue that each

women should have the right to make

personal decisions about her body.

A speaker from pro-choice and pro-life

group giving a persuasive speech would,

for example, attempt to get the

audience to take an active role by

voting for a law favoring on denying

abortion rights. Speakers who

want their listeners to act should ask

them to do something that is in their power,

not beyond it. Some persuasive speeches

can be classified into 3 main categories depending on their aims speeches

that confirm a belief or conviction or

inspire one; aspire to change a belief

or conviction, and inspire to action.

26 a PR

PR belong to the system of mass communication with such other elements as advertising, personal selling and sale stimulation.

Pr is an activity directed on the creation firm’s positive image or at least benevolent attitude towards it’s products. Each type of goods promotion on the market has its own unique characteristics. Which showed that it is important to be taken into account while forming firm’s system of mass communication.

PR can be characterized by:

• Long living effect:

• High information reliability in the eyes of consumers, as it is given in the firm of news, but not in the form of advertising announcement.

• Large numbers of audience can be influenced.

PR have some negative sides:

• The firm cannot always control the content of information

• Most frequently PR are simply addition to advertising.

26 The media

Mass media play a large and influential role in our life. Medium embraces functions of several media such as newspapers, magazines, movies and recordings.

The major media can be divided into 2 kinds print and electronic. The print media – newspapers, magazines, book, pamphlets, catalogues, anything you can read. And are the oldest, dating back to the invention of the printing press in the 15^th century. The electronic media – radio, television, films that is transmitted by the use of electricity are less than a hundred years old.

Modern media are characterized by the speed of message’s movement. Centeries ago it took months or even years of painstaking work to reproduce a single manuscript by hand. Today high speed presses run off thousands of copies of a book that’s distributed around the country in a matter of days. Besides being rapid, modern mass communication is usually continuous rather than sporadic newspapers appear every day, magazines appear weekly or monthly and so on.

The journalism, urgent issues, news or information-giving portion of media output is selected, edited, pronounced, placed in time slots or positioned in the newspaper or magazine. Some of the medias output has long lasting value and worth; some are not only cheap, tawdry and superficial stuff but physically, emotionally and intellectually harmful.