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A Speech Must Be Spesific

People remember only a small part of what they hear. You must therefore make sure that they hear things they can remember. A vague generality has little or no chance of being understood, let alone remembered. The speech must be built around specific ideas phrased in clear and memorable language.

A vague statement - for example, "We ought to do something about illegal immi­gration" - has no chance of being effective. If it were more specific - say "We should stop illegal immigration by requiring everyone to carry a tamperproof identification card" - it would offer the audience an idea that is definite and understandable.

О Vocabulary:

bear on smth. - влиять

gender - пол

intelligence - интеллект

residence - место жительства

attitude - отношение

relevant - значимый

insight - понимание

core - суть

core (adj) - основной

stockholder - акционер

consumer group - группа потребителей

vague - неопределенный, неясный

let alone - не говоря о

tamperproof - защищенный от подделок

Exerc ices | ---------------- —------- __—_—_^_^_------------------- _----------------

1) Find English equivalents in the text. Use them in sentences of your own:

нелегальная иммиграция; удостоверение личности; сталкиваться с проб­лемами; по меньшей мере; номер журнала; снабдить к.-л. ч.-л.; цитата; служащие; запоминающийся; политические взгляды; импонировать к.-л.

2) Find the words in the text which describe or mean the following:

1. the ability to understand what people or situations are really like -

2. to relate to and possible influence something -

3. the ability to learn, understand, and think about things -

4. the most important or central part of something -

5. directly relating to the subject or problem being discussed or considered -

3) Match the words. Use them in sentences of your own:

4) Translate the following sentences into Russian:

• He shows great insight into human character.

• These actions could influence voters and bear on whether he is elected.

• Researchers were looking for ways to increase children's intelligence.

• Math, science, English and history form the core of a high school education.

• Do you have any relevant experience in advertising?

5) Match the words which are close in their meaning:

6) Find the words having the opposite meaning:

7) Complete the following sentences (effective; consumer; vague; stockholders;
relevant):

1. Every speech is____________ at a specific audience.

2. A________ statement has no chance of being______________.

3. A talk to the________ of a corporation should be considerably different from one

to employees or to a__________ group.

4. A talk before a professional group can also end up being more______________.

8) Answer the following questions:

1. Why is it necessary to know as much as possible about the audience?

2. What factors bear on what the audience will find interesting?

3. How should a talk before a professional group be prepared?

4. What should help to prepare a speech that will appeal to the audience?

5. What should the speech be built around?

10) What sort of language should be used?

11) Why aren't vague statements advisable?