Monday, 16 September 2013

Tips on giving a presentation

Ever wondered why some speeches can leaving you feeling sad or proud or ready to right some injustice, and other speeches just leave you cold – you either give up listening or start to hate the speaker? What’s going on?

Well, the answer is verbal trickery – or, to give it its Greek name, rhetoric. Since the time of the Greeks, people have spent ages studying why some talks persuade you to take action and some leave you completely indifferent. They have even named these tricks – and there are lots of them – and some of those names we use every day without thinking about it (like paraphrase and parenthesis, like analogy and anecdote, like hyperbole and innuendo).

We talk about ‘figures of speech’, and, although we don’t say ‘tropes’, which is Greek for ‘turn’, we do say ‘turn of phrase’ and ‘twists in the plot’. The third member of this family of tricksters is called schemes. It’s not a forgotten art, it’s something that we all do quite naturally – almost without noticing it. But if you’re hoping to persuade someone, or a group of people, of something, it’s worth using some of these techniques. Or, if you’re listening to a political speech or an advert or someone else’s presentation, you might want to spot the techniques they are using to cynically manipulate us.

Rhetoric has nothing (necessarily) to do with the truth. There’s nothing for Mr Spock in rhetoric. It’s all about how the speaker can make us feel – it’s an emotional response. If you can get the rhetoric right, you can make a crowd of people (I nearly said mob) feel that any action is the ‘right’ one to take. Powerful stuff eh?

Let’s take an historical perspective for a moment. Medieval universities taught three subjects (called the trivium), and they were grammar, logic, and rhetoric. This study prepared students for the quadrivium – geometry, arithmetic, astronomy, and music. No media studies in those days. And it was Aristotle who identified three ways of appealing to an audience, which he called logos, pathos, and ethos (and which everyone thinks must be the names of the three musketeers!). You’ll notice, yet again, that the word ‘truth’ doesn’t appear in the list.

Ethos is where you show the audience how qualified you are to give your opinion on the matter. Think of Troy McClure in the Simpsons, who started every advert by saying: “Hi, I’m Troy McClure. You may remember me from such films/TV shows/etc as…” This, although done for humorous effect – and bad rhetoric is painfully funny – illustrates an appeal to a higher authority.

Pathos is an appeal to the emotions of your audience. You talk about kittens, puppies, very young children having dreadful things done to them – surely we can’t let that happen? And you use the language of the people – you’re one of them – make them empathize.

Logos is t