Analysis of "Persuasion in the Media Age" (part 25)

Using Verbal Symbols

Persuaders often use visual images in their presentation to gain the audience's attention, prove a point or advance a claim. Yet the primary tool used by presenters is language. The language persuaders use is often self-disclosive, personalized and visual. Persuaders also use language strategically (Persuasion in the Media Age by Timothy A. Borchers, pg. 430).

Delivery

Throughout the history of rhetoric, theorists have at times praised delivery and at other times condemned delivery for its ability to sway audiences to accept poorly supported arguments. In the media age, delivery has become an important aspect in a speaker's effectiveness. Successful politicians, lawyers and sales representatives are able to comunicate in a conversational style to their audiences. As audience members, we expect presenters to look, act and sound like movie stars. We expect eloquence on the part of persuasive speakers (Persuasion, pg. 430).

Modes of Delivery

Persuaders use four modes of delivery: manuscript, memorized, impromptu and extemporaneous. When a persuader uses a manuscript he or she reads the speech from a fully written text. The advantages of this method of delivery include knowing exactly what to say, using powerful language and not having to worry about memory lapses. Disadvantages are that the speaker cannot adapt to audience reactions without departing from the script and the speaker cannot maintain uninterrupted eye contact with the audience. Persuaders who are testifying in front of a committee or delivering an important speech in which careful word choice is important use manuscript delivery. In some cases the speaker may read the text of a speech from a TelePromp Ter which allows the persuader to seem as if he or she is looking at the audience (Persuasion, pg. 430-1).

A memorized delivery method requires that the persuader commit a complete manuscript to memory and present the speech without the aid of notes or teleprompting equipment. Speakers use this style when they want to have maximum eye contact with the audience, as well as use specific and carefully selected words or phrases. Speakers who rely on memory may struggle at times to come up with the right word, or they may lose their place. Political candidates will often use the memorized mode in stump speeches that they have presented many times previously (Persuasion, pg. 431).

An impromptu delivery method is used when the speaker has little or no time to prepare the speech. This style is often used during meetings when a speaker is called on at the last minute to give a presentation. A speaker may use brief notes or no notes at all when speaking impromptu. Impromptu speaking can be effective because the speaker is not tied to a preset text, but the speaker may leave out important points or use less effective language than in a planned speech (Persuasion, pg. 431).

In extemporaneous delivery, the speaker presents the speech from a previously prepared outline. Extemporaneous speakers have had time to consider the points, ideas and language they want to use, but they can also react spontaneously to the audience's response as well as make strong eye contact with them. Speakers in many situations find that the extemporaneous style is the most effective (Persuasion, pg. 431).

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