What is better to wish on the wires to the army? Speech-Call, or incentive speech Speaker

Oratory skills are useful to a person of any profession, because the ability to communicate with the public makes it confident and increases the value of the employee in the eyes of the employer. That is why the speech is so important - examples of speeches especially. After all, they will help you correctly pick up the style of speech for a certain case.

Oratoric speeches always has a certain goal, namely the persuasion of the public with certain oratorical methods. The goal may be informing the audience about certain events or results, motivation to achieve improvement of any indicators, calling for certain actions, the belief is correct of their thoughts or ideas, etc.

Rhetoric offers different techniques to achieve the objectives described above. Consequently, depending on the purpose or nature of the performance, different types also have an oratory of examples of which will be considered in this article.

According to modern classification, 5 types of speech speech are distinguished, each of which includes several more species.

1. Socio-political eloquence (campaign speech, diplomatic performances, speeches on political and economic subjects, rally speech, etc.).
2. Academic eloctudience (lectures, reports, conferences, etc.).
3. Judicial eloquence (speech of the prosecutor, accused, lawyer, jury, etc.).
4. Socio-domestic eloquence (congratulatory speech, toast, memorial speech, etc.).
5. Spiritual eloquence (sermons, speeches on spiritual themes, etc.).

Examples of public speeches will help to consider each of the proposed types of eloquence in more detail.

Socio-political

Consider three genres of socio-political eloquence.

• Agitational speech is aimed at receiving an instant response from the public. The speech of the speaker inclines the audience on the side of the speaker and encourages it to consciously and voluntarily act in the interests of the speaker to achieve a common goal.

Example: "Today, young people spend more and more time at a computer and TV without thinking about their own health. In the meantime, a passive lifestyle leads to unpleasant, and sometimes terrible health problems.
Sport classes strengthen health and immunity, model the figure, increase their self-esteem, affect the improvement of concentration, have a positive effect on the mood and make a lot more other benefits for the body.
Suit! Choose a healthy lifestyle, and the results will not make yourself wait! ".

• Diplomatic speech is the official speech of the speaker, representing this or that state. It is a discrepanity, but a clear expression of the positions of the state.

Example: "The modern world order is gradually moving from a system of unipolarity to multipolarity, since hegemony of one strong state cannot ensure the safety of the population of the planet.
We stand on the fact that in the emerging conditions of the new world order, all issues can be solved only through peace negotiations and the search for consensus. Only so we can save this world for our descendants. "

• The rally speech is that this speech that charges the crowd to defend some common idea. Such a speech usually affects acute socio-political topics and collects people for protest or supporting one or another decision of the country's leadership, city, plant, school, etc.

Example: "We gathered here in order to express our disagreement with the closure of the enterprise. We will not give a native factory to those who want to catch up on his demolition.
If we now stop this chaos, we will be able to provide jobs for their children and grandchildren. Save production! Let the manual hear us! ".

Academic

Genres of academic eloquence mainly work within science and education, but in some cases academic eloquence wears populist and advocacy.

• The lecture is a speech, which has a clear structure that complies with all logical connections and, in most cases, aims to inform the listeners. So, lectures can be devoted not only to educational disciplines, but also certain topics (harm, alcohol, drugs, etc.).

Example: "Today's lecture is devoted to the development of science. Lecture Plan Next: Stages of the development of science, the development of science, the types of scientific revolutions and the phenomenon of pseudoscience.
So, let's start with the fact that any science develops in the process of knowledge of the surrounding world. The 5 stages of the development of science are distinguished: docking, antique, medieval, stage of classical science and, finally, modern science. We will analyze more each stage. "

• The report is a speech of the speaker, which is held within the framework of conferences, symposia, etc. And it is made to discuss listeners. Usually the report is to summarize the studies and experiments in a particular scientific field.

Example: "The purpose of the report on the topic" Concept "Friendship" in German and Russian linguifications "is the study of the peculiarities of the perception of the concept of" friendship "by carriers of German and Russian lingvocultures, as well as identifying similarities and differences.
After conducting sociological surveys and a free associative experiment, it can be concluded that the Germans and Russians perceive friendship almost the same. "

• Scientific Message - Public speech, limited in time and facing one particular thought. A science message is concreted concisely and logical.

Example: "The current state of the Pacific is concerned. The garbage spot formed in the northern part of the ocean is a serious threat not only for the inhabitants of the ocean itself, but also for a person. The agenda made several proposals for solving this problem. "

Judicial

A trial speech includes almost all speeches that are held in the courtroom.

• The accusatory speech is the speaker's speech of the state prosecutor or the prosecutor, which gives the assessment of the course of the investigation and the existing evidence that the accused committed a crime. Also, the prosecutor offers for consideration of this or that measure of punishment for the accused.

Example: "Today we have to become participants in the hearing in the case of the serial killer. The prosecution would like to pay special attention to the most significant circumstances of the case, as well as submit an irrefutable evidence of the accused of committing a series of crimes. "

• The lawyer is a public speech, which is aimed at parishing accusations of the prosecutor and to provide its own evidence that the blame for a crime from the accused.

Example: "Yes, you are right, Comrade Prosecutor, my prostum was in ambiguous relationship with the killed. However, it is worth noting that the motive was not only at my client, but also the sister was killed. Moreover, the foundations found prove that elements of artificial leather were found on the tools of the crime. It is the skin from which the sisters killed gloves are made. "

Socio-domestic

Oratoric performances within the framework of socio-domestic eloquence are a manifestation of public relations.

• Congratulatory speech is a performance with the aim of expressing your admiration, joy on a particular occasion. It may be someone's anniversary, birthday, wedding, opening enterprise, child birth, etc. A feature of such a speech is solemnity and patheucy.

Example: "Ladies and gentlemen! We gathered here today to celebrate a wonderful event - the decade of our company. I want to congratulate everyone who has invested its contribution to the development of our common cause, as well as wish our further prosperity and devotees! ".

• Measurement is read on the occasion of someone's death. Such a speech is usually built on the memories of the mustache, on emphasizing its positive qualities, as well as on the words of support to close relatives of the deceased. The remembral speech is also distinguished by tragic pathos.

Example: "He was a wonderful person. Although I know him only as a colleague and I can say that it was a man of words and incredible love for his work, I can also add that he always remained, above all, a loving father and husband. "

Spiritual

Church eloquence has a strong impact on the masses. Religion is one of the regulators of behavior at the expense of moral obscons.

• Preaching - speech reading a representative of the clergy and aims to spread the idea or belief. The sermon reports the love of God to people, about mercy, compassion, about God's will on all events, etc. Such speech awakens in the listeners awe and thrill to religion. It is distinguished by a high style, pathos, a moral and edging.

Example: "The Holy Spirit was on Earth when there was no person else. It was the Holy Spirit that arranged human life. It was the Spirit of God through Moses, he freed the sons of Israel from the Egyptian yoke and led them to the land of the promised. "

• Spiritual lectures - the same educational lectures that are denied to the listeners religious ideas.

Example: "People are accustomed to live on legal laws and according to the laws of nature. In the first case, let's say, the man stole a small amount of money, went to church and put the candle - everything, the soul is calm. In the second case, jump out of the window, no one will punish you, but it will hurt - this is the action of the law of nature. However, there is another category of laws - the laws of spiritual life that helps to be a man to be themselves and take herself. "

Now, when examples helped to understand what an oratoritarian path is, to work on his speech, depending on the purpose of the speech, it will be much easier. The basic rule in the preparation of any speech is always a subsoil with the audience.

Wires to the army in the spring and autumn appeals of 2020 - an important and touching event not only for the most culprit of the celebration, but also for his friends and relatives. How do you want to choose the most necessary, the warmest words for a close person, with whom you have to part for a whole year!

It is no secret that wishes for wires into the army in their own words are remembered more than standard congratulations. On this page of our site you will find a farewell for wires to the army, which can be read at the festive table or write on a postcard.

***
Son! You grew up so quickly that we did not have time to look back. And now it's time when you are calling for the army service. We want to wish you so that it goes with benefit to you, wish you to become a real man - courageous, strong, able to protect themselves and those people you love, and most importantly - so that you returned live and healthy, and let God Store you!

***
Dear son! I confess that with reluctance I let you go to this hard journey. This is the first time we will be in the separation for so long. But the world is so arranged that the mother must accompany their sons to the army. I am sure that you will with dignity to transfer all the adversity of military life, and it will only help you turn out of the boy in a man! Be healthy, and let the Lord choose you!

***
Dear friend! Congratulations on this day, I want to wish you a lot of patience, perseverance and strength. Let the easy service, reliable colleagues and pleasant leisure. Circle experience, temper character, never give up, be bold and decisive. Good teachers and interesting events to you!

***
Brother! Today we have a joyful and a little sad event. Joyful - because you were honored to serve in the ranks of the armed forces. And sad - because all year we will not see. But this time will fly instantly, because everything is fleeting in this life. I want from all my heart to wish you good luck! Be bold, strong, fulfill the instructions of the elder in the rank. Good health to you, patience, excerpts. And we will wait for you with impressive. Happiness to you and lightweight!

***
I think the army is a test for every man. And today we defeat a wonderful person who will have to go through one of the important tests in his life. Let it always be bold, persistent and proud for the fact that he was given the honorary title to serve in the ranks of the army and show his courage, courage and honor!

Wishes for wires in the army in your own words

On the wires in the army, you want to make a mental wish on your own behalf, but you are not distinguished by special literary talents? No problem.

Choose suitable words for wires to the army that we have led specifically for this case - and congratulate dear person to you with this important event.

***
Today we defeat the brave and courageous guy to serve the homeland. Let the army teach you to be solid and decisive, let the service will not be in tightness, but in joy. I wish well-being and good luck, health and patience. Let this time fly quickly, and our defender will be with us again.

***
Being a soldier is a great honor for every guy. And today, accomplishing you in the army, we want to wish a successful service. This year will fly very quickly, and you will return to friends and native real man - strong, strong, courageous. I wish you good health. Let the girl you love, be sure to wait for you. Let your guardian angel protect you. Let the luck and luck always accompany you!

***
The truth is said that the army makes the guys of real men. After all, there are no parents who, in a difficult moment, you can cry. The army is a serious test, this is an adult life. All problems you have to solve yourself, in an adult. Today, accomplishing you in the ranks of the armed forces, I want to wish you a great mood, patience, excerpt. Serve so that your parents proud of you so that you are not ashamed to look in the face of your comrades on a citizen. And be happy!

Passage on wires in the army

The wishes or farewell to the celebrations on the wires in the army can sound from the mouth of parents, friends and beloved girls. It doesn't matter whether they will be expressed in their own words or are borrowed anywhere. The main thing is that these words be warm and sincere.

***
So you soldiers! You will be strong, brave; The same desperately assertive when I wanted to sleep from the army. You will clean clothes and boots yourself, and not ask for mom. You will cope with problems without calling for the help of an older brother. And we will follow your success and wait for demob!

***
What is the army in the life of a man? The army is a place where the character is tempered and from yesterday's boy make a man. That is why I want to wish you - do not be sad when you go to serve! This time will fly quickly, and I hope with the benefit for you!

***
It is time to prove that you are a real man: an agenda on hand, which means you have time to serve. Year to walk in krzachas, learn how to shoot, change your life entirely and completely. The service in the army is the lot of each self-respecting man, and there is nothing to be ashamed. I wish you to spend this year not in vain and become a real defender of our homeland!

***
Today we have a wonderful reason to remember what men are still intended for. And they are intended to be our defenders. Correctly say that there is such a profession - to defend the motherland. So let's drink for our defender, let the soldiers' boots, and the form will always be fit for him, and the form will always fit!

***
You go to the army, and all your relatives, friends and friends came to accomplish you. The service in the army is a test for exposure, patience, willpower. And we so want to believe that you will hand over this test for "excellent." Serve so that your parents are proud of you. Perform the instructions of the bosses, relatively believing to their colleagues. Do not compete, be devoted to my beliefs. We wish you only good luck in the service of Fatherland. Be happy and stay a real man!

We hope that we have selected here warm words for wires to the army service will help you express our feelings towards the Son, Brother, a friend or your favorite guy in this important day.

And if you share the distance with a close person, then you can send him peaceful congratulations to him in the army to be a celebration and a sms or email.

A good conversation or public speech is like a good game, movie, or song. He captures the attention of the listener, sets out the material on the items, and then brilliantly ends. But if you do not know how to finish the performance, the main ideas that you try to convey, will be lost.

The words you speak at the beginning, and especially at the end of your speech, will remember longer than any other part of your speech. Some famous public figures so ended their speech that even today many people remember her.

How to finish speech and get ovations?

1) Carefully think over the final words.

To make sure that your conclusion will make a strong impression on the public, you need to plan each word.

Ask yourself the question: "What is the purpose of this speech?" In response, you need to specify the actions that you want your listeners, listening to your speech. When you clearly realize what the end result is desirable to get, it becomes much easier to plan such a conclusion that pushes your listeners to the idea that you need to act as you suggest.

The best planning strategy of convincing and bright completion of speech is to plan the completion in the first place, and then build all the text of speech. Then return to the beginning and make an entry that prepares the ground for this conclusion. In the main part of the speech, you simply disclose your ideas and call on the audience to think and act according to your desires.

2) Always complete this appeal to action.

It is very important to talk to listeners about what you want them to do after listening to you. Call for action is the best way to impressively finish speech. For example:

We have serious tests and great opportunities, and with your help we will overcome all the difficulties, and this year will be the best year in our story!

Whatever you say, imagine an exclamation mark at the end, and as you approach completion, select the corresponding tempo and speech rhythm. Highlight the most important intonation in the end. Put the final point.

Regardless of whether those present in the audience are going to divide your point of view or are they ready to do what you ask, you should clearly and consistently express your thoughts.

3) Move the result

There is a simple formula for any speech:

• List what you are going to tell.
• Tell about it.
• Load the results of what they told.

As the performance approached the end, say something like: "Let me briefly set out the main points ..." Then list your key points, one by one, and repeat them for the audience, showing the relationship between them.

Listeners will positively perceive the consistent repetition of what they just heard. They understand that you summarize.

4) Complete some kind of piquant history

When you complete your speech, you can say:

Let me tell you a story that illustrates what I am talking about ...

Tell us a brief instructive story, and tell the listeners, what is his instructive meaning. They should not try to understand the meaning of your story.

You can complete a speech by a history that illustrates all key points and is associated with a key message that you are going to convey the audience.

5) make everyone laugh

Tell the anecdote that is connected with your theme and emphasizes the main idea or highlights, and besides can be launched everyone.

Public speech

Public speeches can be included in other forms of business communication, such as business meetings, conferences, discussions, presentations, and may have independent importance. The speech in the business environment is aimed at achieving pragmatic purposes, such as a lawyer's speech - in order to effectively protect the client, the speech of the head at the meeting is to stimulate the juice of the work of its participants, to inform, speech at the rally - to convince the participants, to incline them to action and t . P.

Speech as a component of business communication should have the qualities of a good interview, and at the same time be not only convincing, but also eloquent, evidential, logical, thoughtful, beautiful.

Requirements for public speech

1. Speech must be from the beginning to the end of an exciting interesting and useful. The French saying reads: "A good speaker must have a head, and not just a sip!" The listeners are much more likely than others think, they feel exactly whether the mill's mill is grossing the grain, or it cracks so loudly because inside is empty.

2. It must be compiled correctly in composite terms and contain entry, the main part and conclusion.

Any speech must be carefully thought out internal structure. Introduction and the main part should give answers to the following four questions.

Introduction Why am I saying?

Main part. What is the existing position (what was? What is? What should be instead? How can I change the existing position?)

The conclusion contains a motivation to action: to go through what a speaker learned, and thus change the existing position.

Speech should be focused on listeners, depending on whether it is intended for an individual interview or for a speech before a large audience. It can be addressed to a heterogeneous audience.

Sir Hamilton thought concisely and connected, leaving us the five commandments of the art of speech:

Understand what should be said;

Sort: that in the case, and that the sake of the sake;

Put in words and decorate a syllable;

Capture in memory;

Nice and worthy to state.

Creating a text of Speech

Public speech requires even experienced speakers of thorough preparation, and for novice business people is a mandatory requirement. Speech preparation is a creative job, delivering to the author joy and improvisational excitement. Such preparation includes first of all the deliberate sequence of all stages of work.

Antique rhetorical canon highlighted 5 stages of preparation and speech pronouncement.

1. Invention, or "finding", "invention". At this stage, they collect and systematize the material necessary for future speech.

3. Ellocation, or "verbal design of thought." In this part, the first edition of keywords, stylistic design of the main part, formulating a speech and imprisonment, the final edition of the text.

4. Memorio, or "memorization". At this stage, it is necessary to mentally master the written text, it may even be to learn it by heart and try to master rhetorically, that is, to highlight places where there is a pause, voice modulation, non-verbal text support
and other manifestations of individual oratory. "The style is the physiognomy of the Spirit, or rather a bodyplace shell," notes Schopenhauer.

5. Pronouncement.

§ 3. Classification of species of speech

For an effective performance with a speech to a business person, it is not enough only to choose its topic, it is necessary to think about the purpose of speech. If a person takes the floor, then gets up and begins to speak, without having a clear idea of \u200b\u200bwhat he says and that, in fact, he wants to say, for such a speech there is no doubt there is no sufficient basis and it is unacceptable, since there is no subject of speech.

Paul L. Srolo in the book "The Basics of Speech Art. A book about science convinced" gives the following advice to novice speakers:

1. Choose the topic corresponding to your knowledge and
Interest

Choose a range of issues, preparation for which you can give you more knowledge than your potential listeners have, or the topic from the area in which you have at least no less experience than the listeners. The speaker must have public interests and a wide range.

"There is no such special or out of a number of outgoing themes so that there is no book that can provide material on this topic," Hamilton writes and gives advice: "Read the Senecé, it for most topics gave brilliant and happily pronounced thoughts."

2. Pick the appropriate topic

The choice of the topic depends on the place, time and mood of the public, from the relevance of a specific moment. Official reason should sometimes use as the original item for the development of your chosen the topic, which, in turn, can be more interesting and more important.

3. Choose the subject corresponding to the audience

The topic should be interesting, important and understandable for the listener. It depends mainly on the following factors:

a) the main interests of the audience;

b) group interests;

c) topical interests;

d) specific interests;

e) novelty themes;

e) pledged in the subject of polar opinions.

§ 4. Information speech

The purpose of the information speech is to enrich the audience of listeners with new knowledge, give a new idea of \u200b\u200bthe subject, process, phenomenon, awaken curiosity. It may be a story, description, explanation. Narration - a connected story; Description - dismeasisses the subject, shows in particular and gives them a visual appearance, as in the picture; Explanation - shows what the subject is in action or what is its device. In all information speeches, any one of these characteristics prevails. For example:

Narration:Growth and decay of the corporation. Computerization of labor manager. Microelectronics and its prospects.

Description:House of the Russian peasant. St. Petersburg from a bird's eye view. Life in the stratosphere.

Explanation:What inspires politics. The meaning of Christianity. Business games as a learning technique.

Information speech must meet the following requirements:

but. It should not have anything controversial;

b. It should awaken the curiosity of the listener;

in. It must satisfy the requests of the listener;

g. The message must be done on the current topic.

Convincing speech

In real practice, convincing speeches are considered as campaign, in them any methods - logical and other factors convinced to agree with him in a difficult issue in which in societythere is no single point of view. At the same time, although such a speech seeks to determine the way of thinking and behavior, it does not represent a direct action. During a convincing speech, any provisions are proved or refuted, certain feelings are called at the listeners.

The subject of persuasive speech- Questions of the fact that represents the true truth, and what is not, or behavior issues, that is, what should be taken, and what actions are unacceptable.

The interest of the audience to the subject of speech is stimulated by the very integration of the question, and the speakers require answers to the questions: "What do you belight?" Or "what to do?". If the subject of speech does not cause a real or potential interest among the audience, or it is impossible to discuss its solution when discussing the problem (or at least help this), then such a topic is not suitable for persuasive speech. To avoid this kind of error, the following steps are necessary.

1. Choose a truly controversial and urgent question.
It should be remembered that many relevant topics are obsessed, their sharpness is reduced, and at a certain period of time it may not cause interest. Therefore, to speech convincing nature, it is best to take topics on political and social issues, for example: trade in alcoholic beverages, taxes from trade turnover, the service of young people in the army, unemployment, non-payment of wages in government agencies, a criminogenic situation in the country, communal reform and its Problems, etc. These topics cause live interest among the listeners, the speaker undoubtedly for each of them can offer some options for proposals, solutions, something constructive and new, which has not heard a audience for a long time.

2. Choose meaningfultopic. Even if it is witty and fascinating in shape, it is necessary that the question discussed directly concerned the listeners and affect their practical interests.

3. Choose a solvable question.Undoubtedly, herself can not practically solve this or that question, but demonstrate possible paths, approaches to the decision, designate certain versions of actions - this is necessary to make the speaker.

Speech

The speech that calls for action also applies to the number of campaigns, and therefore, it must contain the necessary facts, awaken mental susceptibility, lead to agreement, call on a specific action: to a new, to continue or termination of the former.

The appeal to action is direct and indirect; The action may occur sometime or immediately; Action is directed to those listeners who are sitting in the audience.

Speech of the speaker in this case should be so convincing so that the listeners need the need for here and now to do what the speaker asks them.

Poland in the already mentioned book "Basics of Speech Art. A book about science convinced" offers typical examples of public calls that can be used to business people, state or political leaders.

So, for example, for speeches on commercial topics, calls to distribute insurance policies, capital investment prospectuses, books and hundreds of other items, which Kommersant keeps speech at meetings.

Calls to support support are aimed in favor of local charitable societies, the organization of the Red Cross, campaigns to assist the distinguishing population in other countries, etc.

The call for "take part" concerns the club work, training sports competitions, you can also offer to read a book, watch a film, theatrical statement, listen to a special course, to do shaping, etc.

Affairs related to personal behavior affect issues of improving learning skills, habits associated with health, speech, nutrition; Call not to smoke, do physical exercises, put yourself in life the goal, be honest, disinterested, etc.

When choosing a topic for speech calling for action, it is necessary:

1. Check will the topic cause sufficient interest among the listener.The hardest audience for encouraging speeches is an indifferent audience. Therefore, it is very important, as in the speeches described above, to choose an exciting listeners the topic, hiding their interests, provoking the need to support the speaker. It depends, in turn, from whether the speaker can give to feel the listener that the question is about urgent, useful and desirable actions.

2. Find out whether the listeners are capable of action. To answer this question, it is necessary to correlate not only the interests of the audience, but also its features, for example, what's the point to offer listeners to acquire anything if they do not have money or they have already done what they are asked about?

3. clarify is there too strong opposition?In some audiences, a direct call for actions may not find a response due to the internal opposition, the presence of an opposition. Therefore, it is important to convince at least some listeners. Such situation
It requires a speech from a speaker and in the choice of the goal of the speech, and in determining the subject of discussion. As you know, students encourage material, moral or public goods to action, so they should be understood for themselves and explain it to listeners, how much time, energy, they will spend money, following your call, whether their actions will be accompanied by psychological injuries, and if - yes, That will go to it.

The speaker during the campaign speech should be controlled by the situation, and if the analysis indicates that you will only exacerbate the opposition, then you need to donate campaigning aims in favor of a purely information conversation. In real practice, you can encounter a situation where a certain speech courage may also be appropriate.

Speech of this type is usually not planned in advance and are not prepared for a long time, the subjects may vary depending on the current events. They are like "operational" speeches, so important requirements for them are such as:

Treat thoughts in such a way that the listeners identify the information received with their problems and reflections;

Hurt the personal motives of listeners, their interests;

Briefly and emotionally express thoughts;

Orient the audience to specific pragmatic actions;

Use logically immaculate argument, taking into account the emotional culture of listeners and their beliefs.

§ 7. Speech

Speeches on a special occasion are converted, as a rule, much more than the feeling than to the mind. They have four main forms:

Protocol (frame) speech - greeting, gratitude, etc;

Mourning speech.

Solemn speech.

Speech in a friendly circle.

Specifying speeches for a special occasion for many speakers presents difficulties caused by the fact that: a) you need to choose a situationally appropriate moment;

B) it is necessary to catch the main mood of the gathered and reflect it in speech;

c) Requires deep feelings in simple language;

d) you need to speak as shorter as possible;

e) speech words, we must be unique;

(e) The use of quotes is permissible, but short and with deep meaning.

§104. The possibilities of genres of calling speech

§ 104. Calling to the action of speech are the goal of impact on the actions of the listeners. They necessarily have imperative modality, and therefore, in the classification on the form of interaction with other replicas, all calling speeches refer to the heading "The answer is assumed."

Considering speeches closer to the Aristotelian kind of conscript speeches, reasoning about benefits and harm, as well as how to achieve the best solution: "So it is clear that we must keep in mind as desirable in the future or as already existing in the present, when you persuade anyone , And that, on the contrary, when we dissuade anyone, because the second is the opposite of the first. Since the purpose that the advisory speaker is haunted, there is a good purpose, because they are not talking about the ultimate goal, but about the means leading to the goal, but with such funds it happens What is useful at this situation is useful to eat benefit. " Exactly means of achieving a goal that is public benefitmust be the subject of calling speeches in the business sector.

Aristotle points to two possible goals of "deliberative speeches": "Case of speeches of deliberatives - to inclination or reject, because speakers that utter speeches are publicly doing one of two [or inclined, or deflect]." However, in the classification adopted by us, only one goal can be "to incline", that is, to encourage a certain action. If, in speech, the speaker put the goal "to reject", that is, encouraged do not commit Any action, then his speech should be attributed to convincing, since as a result, the audience did not make any physical action, and the speaker had only influenced her thoughts.

Among the speeches calling for the action can be produced according to the degree of intensity of the motivation: speech with a small intensity ( advice, request, offer) and speech with strong intensity ( order, appeal, ultimatum). The latter are distinguished by the fact that additional means of enhancing the imperative modality are applied. Moreover, some genres form a pair in which genres include, similar to all signs, besides the degree of intensity: order - Order, request - Requirement, Invitation - Challenge.

On the essence of this kind of speeches, you can say everything as about convincing speeches. However, in this case, all the actions of the speaker must be more intense and definitely pronounced, i.e. they are stronger than Paphos. "Consent in the deliberative speech is to act in a certain way for certain purposes, and accession is an association in action. The inclusion of speech in activities requires a rider of special attention to Paphos, which must be maintained and developed not only in the decision-making process, but especially in The process of its implementation. "

An indispensable element encouraging speech is also to formulate a problem. The smaller the audience thought about the issue, which he was speaking, the more bright colors the hopelessness of the situation should be drawn, the emergency need to resolve this uranial problem. If the essence of the problem is unclear to listeners, it is impossible to expect that they respond to speech. For example: " Water is a source of life. That is why commonly settlements are located on the banks of the rivers. People have long been noticed that the daily water procedures are rejuvenated by the body, help to keep the vigor and health for a long time. It is time to remember this century wisdom. We invite all of you to purchase subscriptions to visit the Spartak basin, where you can all year round at a convenient time for you one hour three times a week to swim and perform the necessary exercises under the guidance of experienced trainers. If you are expensive your health - we are waiting for you! "This is a completely unsatisfactory speech that cannot lead to the planned effect. All listeners, of course, agree that the water is the source of life, however, it does not imply from this that we need to have an extra burden at our extreme workability - a visit to the pool. It is completely incomprehensible why it is impossible to preserve vigor and health, taking daily cool shower in its own bath (which is much more attractive because it does not require additional costs, both material and physical). In addition, it is unclear, from which diseases can be delivered by visiting the pool. After recycling, the beginning of this speech has acquired this kind: " Dear Colleagues! With regret, I should state that over the past year, in our team, cases of stress and nerve disruptions are frequent. This is quite understandable, because the load during this time has grown almost twice, and the number of employees remains the same. In this situation, we need to take care of your health by yourself, and the focus of strengthening the nervous system, which suffers first. How to achieve this without resorting to the use of expensive and sometimes completely inefficient imported drugs? The exit is very simple, and it is known to humanity since ancient times: it is necessary to make friends with water. Moreover, the best effect gives a combination of water procedures with reasonable physical activity. Passive standing under the shower does not lead to the desired result. It is necessary to complement the shower with a long physical charge in the morning. However, we will be realistic and for yourself to be honest: get up in the morning for half an hour before and in the proud loneliness to wave the dumbbells and not everyone is capable of doing squats. In this situation, the only way out is visiting the pool, where under the guidance of experienced coaches you will be able to swim and exercise exercise suitable for you by age and health status. That is why the Directorate entered into an agreement with the Spartak basin and offers you subscriptions for which you can one hour three times a week to actively strengthen your health. " This sketch of the beginning of speech can be finalized and strengthened by describing the scinting cases of nervous overload of employees or describing the unsatisfactory results of a neuropathologist medical examination, which will strengthen the sharpness of the problem. The second part of such a speech is a description of what is offered. Here, students should get the most complete information about the pool, coaches, training conditions, the cost of the subscription, additional services provided by the pool, etc. However, if I understand that I don't have everything well with health, and I agree that the pool is wonderful, then It does not mean at all that I want to sign up in it. After all, nothing is said about how much the pool visits will allow my problems. Therefore, there is a third part of speech, rich in emotional argument, where I show this relationship. Here it is possible to list the positive examples of people who have already strengthened their health with the help of water procedures, a description of their positive experience or (in a more rational audience) a message about the results of the examination by the doctor who visited the pool of people and so on.

It is important to monitor the problem - the problem - the thesis of the speech turned out to be closely related, one flowed from the other. So, if problem: Among employees increased the number of nervous diseases; that a task: to encourage the swimming pool; but thesis (And why should we visit it?): Swimming is the most famous and reliable way to strengthen the nervous system and the prevention of nerve diseases.

A typical error of campaigning speeches is fuzzy formulation of its position and the way to resolve the problem. An example is numerous election speeches, most of which are devoted to the formulation of a controversial issue - now the current government swears. However, what a speech sees a speaker from this situation and what is required for this - usually forget to inform the listeners. Of course, in the pre-election speech, the calling task is obvious: we are encouraged to vote for the candidate. Much worse when this error occurs, for example, in offer. Then instead of analyzing the situation and instructions on a specific way to solve the problem offer establish, improve and improve work- What does not indicate specific forms and methods of work and does not imply then monitoring the implementation (how to determine: "Improved work" or not?). Sometimes even experienced riters as a task of prompting speech offer such a wording: " make think about.... ", what actually leads to a losing situation: the listener thought - and what's next?

Special difficulties arise from the speaker when the audience is configured to the thesis discussed sharply critically, it has an obvious opposite opinion. It is quite clear that the usual argument techniques are then ineffective and can even lead to the result, which is directly the opposite of the one that is expected by the speaker. How should I do here?

In this situation, the speaker must first of all analyze cause Such a critical adjustment of the audience. If the reason is in a bad attitude to the speaker itself - it is better to refrain from speech and consider other methods of influence. If the reason for the rejection of the idea of \u200b\u200bspeech, it is necessary, if possible, to accurately find out its essence. For example: Lecturer offers students to buy a new textbook, but they are not in a hurry. What is the reason? 1) they have no money; 2) The library has other textbooks that seem to be at all worse than the new students; 3) The subject seems to be not too complicated, and they hope so to pass it without unnecessary trouble.

The next step is to determine the degree of counteraction. Here it is necessary to ask myself a question: to what extent this reason is that if it is possible to overcome it using speech? So, if students hope for another tutorial, an experienced teacher will easily be able to argue the advantages of a new edition, its indispensability when passing the exam. But if the reason is in the absence of money, no speech will change the position. Similarly: You call the listeners to make influenza vaccination, but they are allergic to a vaccine; You call on the members of the brigade to go to two-day work, but in the brigade, young women who have no one to take children from kindergarten - these reasons cannot be overcome by speech.

After the cause of the resistance is established and estimated as it is overcome by speech, we formulate the problem of speech aimed at overcoming this cause, and the associated thesis. For example, you have developed a plan for the reorganization of the department and insist on acceptance, but the department staff actively resist. What is the reason? If the reason in the inertness of thinking, the main emphasis must be made on the benefits and the advantages they will receive as a result of the reorganization - "the reorganization of the department is necessary in order to free employees from unnecessary functions and duplication of operations, facilitate their work." If the reason is that they are afraid as a result of the reorganization to fall under the cut, it is important to assure them that this will not happen, - "the reorganization of the department will lead to optimization of our work, which will finally allocate a part of the staff to work with correspondence and compilation of the archive" . If the reason is that they do not want to retire, which will inevitably need to be required during the reorganization, it should be paid particular attention to the usefulness for them to study - "advanced training courses that you have to go through the reorganization of the department will allow you to become a more qualified employee, more appreciated and respected leadership, which will allow you to not be afraid of all sorts of abbreviations and dismissals "etc.

During this stage, special attention is paid to clarify the importance of the event for listeners. Officers often make a mistake, justifying the main need for an event for an enterprise, which is completely ineffective, especially since the employees are not the owners of the enterprise and personal interests are always higher than production. That is why if the speaker is going to substantiate the need to transition a brigade for two-day work, it cannot be explained by the fact that the enterprise has a lot to pay a lot. It is much more effective to tell about how the salary of workers will increase by saving funds, or in extreme cases about how much free time they will have, how freely will be in the work room and how much more times it will work.

So, 1) proof that this is a very important problem to be Immediate decision ( if we immediately change the structure of our institution, then maybe tomorrow everyone will replenish the rows of unemployed); 2) underline the fact that this problem is important for this audience ( two apartments have already robbed in your entrance, if you immediately do not start the dog, you will be the third); 3) demonstration of benefits and advantages that will receive an audience from solving this problem ( if you finish foreign language courses, you can get more prestigious work related to business trips to other countries).

The next step is to develop a speech argument. There is nothing to say that it should be most saturated with topos of all kinds. Caring for the interests and tastes of the audience acts here on the fore. For example, if the speaker wants to encourage students to go to the Saturday and remove the territory around the institute, then the argument is completely ineffective: the janitor quit, to clean a certain, around so dirty that is ashamed to other people's people. A completely different impression will be made such arguments: 1) many students complain that it is impossible to approach the institute, not staining shoes, you have to walk in dirty shoes. In order not to spoil your shoes, I suggest everyone to go out and fall asleep puddles; 2) Yesterday a first-year student slipped near the Institute on Ice and broke his leg. I urge all young men to go out and fall asleep ice sand, without waiting until all girls become cripples.

In this case, there should be many formulas for consent with the problems and challenges of the audience: these problems cannot be noted as insignificant, unimportants, they need to be treated with respect, Wed: " I understand that you are the most busy ... "," of course you will not be easy to restructure ... "," of course it will be difficult, but.…" etc.

If the speaker is known that the listeners adhere to the opposite point of view, it is impossible to resort to direct and open argumentation. Perhaps he will consider only the secondary aspects of the topic that do not cause a special disagreement; Perhaps generally limited to an information non-modest speech capable of only to tax doubts in the souls of listeners. A type of tactics for building speech in this case is also indirect argument, which addresses to one addressee, but does in mind to influence completely on another passively present during the conversation. An example of such an argument is all sorts of detectors in which participants turn to each other, but mean the impact on the viewers.

To reduce the critical mood in the audience, a warning is also applied in the audience, which he himself expresses any objections and doubts about his thesis in the form of a convenient for him, without waiting until these objections are expressed by opponents in the form, convenient for them. Wed: " Chairman announced the beginning of the report. "I would not call my speech by a report, Garin said slowly and clearly." - Passing around the hall, I heard some of the statements about me and the future speech. Some, the youngest, said that they would love to listen to how the Zassda and Maslock carved. Others, older, stated that I came here not to teach, sch or be defeated. I think, there is no rally of political opponents, not the fate and not the stadium. I expect to think about the most difficult issues of human nature together with smart and eager to know people. Maybe for the first time in the history of mankind, science makes it possible to solve these issues. " (I. Efremov)

If the listeners did not agree with the speaker, in no case cannot condemn them for it - because we will continue to work together, and why spoil relations.

The listed techniques are quite acceptable and consistent with the ethics of the speaker. At the same time, logically has a whole set of speculative techniques for the audience. They were analyzed in detail in the book of A. Shopenhauer "Erystics or Art to win in disputes" and reduced to the description of how to deceive the critical public. Such techniques, of course, should not penetrate the speakers.

§105. Sentence

§ 105. sentence Can be used in the framework of Macro Zhazhran speech in debateBut it can be used independently. In the first case, this genre is significantly different from advisory Speech The typical element of the content is a description of the mechanism of specific measures to solve the problem. "The proposal acts as a motivating basis for actions that should be explained are organized, distributed over time and according to performers."

Sentence Always pronounced as part of the official assembly, so the roles of the participants are clearly defined: the speaker is a member of the meeting with the right to vote, while its more or less high status is not focused (the head can nominate the proposal under the same conditions as the ordinary member - otherwise it will not be sentence) The specificity of the audience is that it is expensive to decide on the issue under discussion.

Sentence exists in two completely different versions, the choice of which depends on whether it is estimated as an initiative or conventional.

1. Initiative sentence It assumes that the meeting is not obligated to consider the proposed question, did not think about the importance of the problem of the problem, has the right to refuse to consider the issue. In this case, speech has a pronounced calling to action (agitation) character.

Such a speech should be built according to the scheme described in the previous paragraph. It necessarily begins more or less detailed formulation of the problem, and since the speech calling on the action is more intense than convincing, sentence It is implied at first a more detailed, reasoned, often emotional substantiation of the importance of the affected issue. It is important to note that the problem must be clearly formulated by the speaker and relevant for this audience. The less time the audience was thought over the need for its permission, the more emotional and personal should be this part of the WD., For example, as a deputy I.A. Shashviashvili begins sentence On introducing on the agenda of the Congress of the Question "On the Military Doctrine and Regulations in the Armed Forces of the Russian Federation": " Dear People's Deputies! In our opinion, determining the agenda of the congress, we do not have the right to bypass the side of such an important question today, as a position that develops in the Russian army. The development of events in the armed forces is today a special alarm. This is connected with a sharp drop in the combat readiness of the troops, and with the cooking care of the officer's troops and with the flourishing of corruption in the army environment and with an invalid fall of military discipline. But the main thing that causes the strongest concern is that the will of the current military leadership in the army is gaining momentum tend to turn it into an anti-democratic, police mechanism, a blind gun of uncontrolled manifestations. Today, all democratic institutions have already been destroyed in the army, officer meetings are dispersed. Their leaders in mass order are dismissed from the ranks of the armed forces under various pretexts. The troops establishes a rigid lawlessness, follow the persecution for an attempt to reveal the eyes of the public on the actual state of affairs in the armed forces. Massually violated human rights".

After that, the speaker moves to the formulation of a specific way out of the created position, and the mechanism of its implementation, which is in the competence of listeners should be prescribed. Wed, for example speech in the State Duma: " To stop this madness, it is necessary to contribute to the Law "On Production Declaration Agreements" such fundamental changes that would exclude the slightest opportunity to conclude Russia of the Civil Agreements and beat away from one-day firms any hope at our expense, as the Australian company " Star "with our largest golden location" dry log ". And such, to put it mildly, "foreign investors" is spinning in Russia, according to the competent sources, about 85% ... It is possible to correct all this, of course, through the Constitutional Court of the Russian Federation, completely canceling the law taken earlier, and it can be done now by making changes and additions. In the law on the PSA, which is offered in my bill ... In my bill, the following important norms are offered: 1) the development of the contest conditions and the preparation of the draft agreements should be carried out at state economic institutions for government money, with subsequent compensation for these expenses by the investor. It is impossible to allow the future user to establish the conditions or directly financed the work. It is impossible to charge such a serious matter of some interdepartmental commission, whose members cannot be brought to justice after time. 2) restriction of mineral reserves provided on the terms of the section in order to ensure the interests of national security. For example, it is proposed for strategic species of mineral raw materials to limit the 10% of the explored reserves, and for other species - 20%". (V.P. Zollynsky)

Last microthem offers It may be devoted to the description of the benefits and advantages that the audience will receive if it comes offered. In cases where it comes to the direct interest of the audience, but relates to the interests of society, the final part of the said is summarized, the importance and urgency of the measures proposed are emphasized. " Ecology along with economies and national relations has become one of the main pain of the country. We believe that a set of measures, briefly indicated in this speech, would mark an important step in a sharp improvement in the environmental situation. If you can not breathe air, it is impossible to drink water, but it is impossible to eat food, then all social problems lose their meaning. If we do not solve the environmental problem, the construction of housing, and the fulfillment of the food program. The solution of environmental problems is extremely important from a political point of view, since it leads to the consolidation of society. And "left", and "right" to immediately solve environmental problems. And we must have to look for ways to consolidate our society." (A.V. Apple)

The initiative proposal uses both rational and emotional arguments of all types. Cf., for example, as VI Goldansky to confirm his thought uses historical illustrations: " The monopoly on the truth does not possess the majority nor the minority. According to the Gospel, most of the most screamed: "Cutting it!" In half a century ago, in our country, most of the most angry demanding the death of innocently convicted by shameful trials. Most easier, of course, shout a minority. Although the minority is also sometimes screened"; Psychological argument:" And the whole world becomes a witness to the manifestation of intolerance to someone else's opinion, shikanya, screams, flaking in your hands, almost hidden, sometimes personal insults sounding in this room. And we ourselves drop these deputies and authority of the entire congress", Evaluation.

2. Conventional sentence It assumes that the meeting cannot refuse to discuss the stated problem that it is connected on this subject certain obligations. The listeners do not oppose the solution to the problem, but they want to decide it, they specifically gathered to discuss the solution options and are looking for them. In this case, emotional elements are inappropriate, usual for the first option, it should be a purely business and rational. That sentence It has the type of information speech (subtype of opinion).

In joining this version of the genre, a description is offered a description of the situation that entailed the need to extendoffers: "Dear deputies! The draft federal law on military duty and military service is submitted to your attention, which is considered in the second reading. The current law was adopted in February 1993, but in June there was a massive amendment to this bill. November 16, 1994 The draft law was adopted in the first reading of the former Duma. But the former Duma failed to bring this bill to the end, and it will be done to us. " (M.V. Surkov) Or: "Dear colleagues! Just the other day, there was a meeting of the government, where all non-government extrabudgetary funds were sharp criticism, including the social insurance fund, which we want to transfer the functions with this law so that it will be as an insurer. Expert Council for the State Duma Insurance and The All-Russian Union of Insurers now submitted to you a document with a negative conclusion about this law. He in front of you, you have. " (V.A. Tarachev)

The main part can begin with the description of the history of the question: " Initially, the Committee on Defense summarizes 344 amendments to the draft law. From the bottom 171, the amendment is accepted, 173 rejected. The draft law with the specified amendments was prepared for consideration by the State Duma in the second reading in October last year. He turned on three times and was not considered for various reasons. On December 6 last year, a letter of the President of the Russian Federation was received against Gennady Nikolayevich: to finalize the draft law, taking into account his proposals. A working group was created, which included all representatives - both the president and the Ministry of Defense, and all the power structures. The President sent 139 additional amendments. Of these, we accepted 80, 59 rejected. On April 17, the bill was sent to the president and in the first control of the State Duma apparatus. Received comments are taken into account. The draft law is supported by the Government of the Russian Federation (its representatives worked). The main state-legal administration, Mr. Orekhov, once again on the eve of our meeting, sent two of their comments". (M.S. Surkov)

However most often the main partoffers It consists of a rational substantiation of the feasibility of the option that is offered. It is important here to note that the audience is absolutely not necessarily constructive - manyoffers At meetings and in the minds, they deviate, but the speaker still can not resort to emotional arguments, put on the psyche, if he does not want to look out of the genre.

The speech ends with the formulation of the essence of the proposed. After that, at the request of the speaker, brief instructions on the performers, special conditions and acceptance options, etc.

Mix these options offers It leads to the fact that the speaker does not achieve the result, which is counting on, it becomes a rhetorical failure. At the same time, if the speaker in the conventional audience begins to pronounce the initiative speech "campaign", he simply looks ridiculous, annoying listeners unnecessary pathos. A much more serious mistake seems to be the case when the speaker is trying to pronounce a conventional speech. In this case, all composite parts, inherent in the first variety of the genre, may well be maintained, but they have a non-emotional statement. Wed, for example: "Dear comrades deputies! I want to attract your attention to one problem. In my opinion, those difficulties that we have now have when nominating candidates for national-territorial districts to the Council of Nationalities occur because we are trying to combine things in essence are incompatible, namely elections and delegation. If you keep the order on which we stopped now, that is, the Republic defines 11 candidates for 11 seats, the election of the congress is referred to. On the other hand, it is necessary, naturally, to provide sovereign rights of the republics. In my opinion, from this situation you can go out as follows: To oblige every delegation, the Republic to put forward at least two candidates for one place in the Council of Nationalities, which will allow both the congress, for our part, also to hold elections, do not negotiate the whole matter to empty appointment which we in the past quite expensive did. "(A.G. Kostenyuk) Here, too, there is a wording problem ( at the congress, there were difficulties in the nomination of candidates for the Council of Nationalities), its assessment ( we replace elections by delegation), scheduled for a specific solution to the problem ( oblige the republic to put forward two candidates for one place), show benefits and advantages ( this will allow you to carry out full elections, do not negotiate a business to an empty appointment, which in the past quite expensive). At the same time, there is no direct call for the action by listeners, it does not contain instructions on the extreme hopelessness of the situation, which is necessarily in the initiative version. However, in the situation of the congress, the audience could not be assessed as a conventional, from the speech itself it is clear that the listeners did not think over the problem, and to overcome the inertia of the perception of simple guidelines on the problem, it is clearly not enough. Therefore, the use of this option was an obvious error - the speaker could not be heard and supported.

The main disadvantages speech-Offers usually the following:

1. A fuzzy description of the implementation mechanism of the proposed action: all sorts of formulation options "to increase, establish and improve work" - which cannot be implemented in principle, and the audience cannot then check whether this offer was performed. In this case, even if the idea itself is correct and valuable, it disappears unclaimed. So, at the meeting of the institute, the speaker suggests that student life has become very monotonous, and proposes to pay more attention to the organization of cultural events, then this speech may be called depending on the specific form criticism, comment etc., but not offer. (CP. Mandatory element of the sentence: " I propose to introduce the position of the Vice-Education on Cultural Work and appoint A.I. Sidorova, who showed himself as a capable organizer, as a person who knows how to pass students". Or: " I suggest that our institute enters into the Council formed by the Youth Center. Of course, you will have to pay an entrance fee, but in the future, students will be able to take part in the evenings, concerts, KVNs held by the Council, and not feel torn off from the student cultural life of the city".)

2. Too long stating part, where not all thoughts are summarized to carry out the proposed. That is, the main part is based on the principle opinions or speech in debatebut ends like sentenceWhat is wrong, because in this last genre, all elements of the content from the very beginning should be aimed at developing the idea of \u200b\u200bthe need for proposed.

3. The main part (especially this is common in the initiative speech) is built in the form criticsIt is described by the harm of the current affairs and benefits from changing it, while it is necessary to talk about the usefulness for certain events - what is offered to correct the situation and solve the problem. However, the presence of excessive volumetric, not directly related to the thesis, critical microthele in offer - Very common phenomenon.

§106. Advertising speech

§ 106. Advertising speech.In a market economy, this genre becomes one of the most common among calling speeches. However, most often our audience deals with radio and television advertisingThe specificity of which is an extraordinary brevity (after all, the advertiser pays for each second advertising) and its associated with increased brightness and patterns of speech. However, advertising speech May have a more traditional form used outside the media.

"Advertisement can be identified as information of people and the impact on them with all sorts of ways to create broadly known to anyone or anyone, alerting about the consumer properties of goods and the benefits of various types of services in order to implement them and form active demand for them, about notable events of economic , cultural, political life in order to cause active participation in the people in them. Thus, advertising object can be not only goods, services, spectacles, but also political actions, i.e. meetings, processions, political elections, etc. "

Advertising - A pronounced initiative genre, which requires active actions to attract the attention of the audience. "Advertising should be offensive, cause involuntary attention, which is defined as a concentration of consciousness at the facility (in our case, on the text of advertising), due to the features of this object as an irritant."

For advertising It is very important to correctly determine the nature of the alleged audience. First of all, we define whether it is intended to organizations (trade and manufacturing firms, state and public organizations, research institutions, etc.) or just to consumers. But in the latter case advertising It will be much more efficient if it is not addressed not to "wide consumer masses", but a certain category of listeners. Even if it is a very common product, in advertising It is better to limit the addressing to the most promising group of buyers. Cf. in television advertising Soap (goods needed absolutely everyone): " Soap "Cami" - the irresistible art of seduction"- Young girls," "Seyvgard" and you are on the protection of the family"- Mothers of the family, etc. The most often addressee is given by the character of the advertised product: fashionable shaving devices - young men, diapers - caring mothers, new fertilizer - gardeners, etc. Such a narrowed addressing is necessary in order to more accurately take into account the value Audience landmarks for the construction of an effective topos.

A task advertising Consumers and advertisers seem completely different. The consumer wants to see in advertising As you need more objective information about products, its properties and appointment. The advertiser aims to encourage the audience to buy the proposed product, people should want to do it even if the products are quite ordinary and do not have noticeable advantages. Obviously, both those and other tasks are quite worthy of respect, and advertising In general, it can be recognized as good only if it takes into account the interests of both parties. That is why good advertising Must be sure to combine both rational and emotional arguments.

For advertising, the question is extremely important as? Because it should break through to the listener and hook his attention. "Stamping, standard, the monotony of advertising text can be reduced stability and concentration of attention. Our consciousness slides according to the standard text, although the speech standard used as easily reproducible under certain conditions and contexts of the finished turnover or phrase can form a constructive unit that saves its semantics. . The positive side of the standard lies in the fact that it most often corresponds to psychological stereotypes as a reflection in the consciousness of frequently repetitive phenomena of reality and therefore it is easily reproduced, as a result of which the communication process is facilitated and effort and time saving time for writing and reading advertising. For example, as Standard uses such phrases like Our phone ...; Use the services ...; Phone for information…; Address Atelier ...; Certificates by phone ...; The store is open daily ... But such standards in advertising are limited. This, thus, is about individual standard combinations. Standard text is less effective than expressive text. "

Existing literature usually offers tips on building only short advertising texts: newspaper ads, television adverts, etc. Deployed advertising speech It cannot fully comply with such recommendations, but some features of advertisements can be used in great speech. First of all, all advertising products unites the main principle of construction advertising: "Allocate the four stages of the influence of advertising: to draw the consumer's attention, to convince him of the need to take advantage of advertising, make him remember the main idea of \u200b\u200badvertising and resort to its recommendations." However, the specific implementation of each stage in a big speech will be different than in the announcement. So for the announcement of one of the main elements, the advertising slogan is considered "the shock line in the composition, which is able to instantly perceive and remember, it highlights advertising text from the sea of \u200b\u200bothers." In full speech, it is extremely rare to this element, and its role is performed by the unfolding part with a similar task. Wed, examples from cited work: "You want to learn how to keep banking as you can in Switzerland? You have such an opportunity! (Advertising a consultative and methodological seminar on the problems of organizing and functioning commercial banks) or:" Your sleep no one Violates if ... "," Do you want to sell an apartment? We offer the highest prices. "It is not difficult to note that in such slogans is formulated a problem that stands in front of the consumer and which the advertiser is proposed. It is from the formulation of the problem that any agitation is that for advertising It seems to be particularly tough rule. Wed: " Today, in our century of speed and progress, when there are many opportunities nicely and with benefit spend time, and I want to have time to have time - we often lack time. I myself was a student a couple of years ago and I know how difficult it is to combine training for exams, communication with friends, visiting the favorite section and reading fiction. But today there is a way out of this position. Our company will help you cope with this problem.. (N. Ryabets)"

It is impossible to disagree with the recommendations for the construction of the two next parts of the advertisement: "In the content - the main part of the text - it is said about the advantages of an advertising object, there are arguments in its favor that the consumer will follow the call of advertising. Conclusion is intended to consolidate the main idea, dismiss doubts that Consumer may not finally convince him of the justice of all the above. It also gives the launching formulas of the type "We are glad to you"; "We thank you for your attention"; "We are always with you", undoubtedly a pleasant to the potential consumer and phones. " However, for advertising speech This is clearly not enough, the general wishes about the structure must be supplemented with specific recommendations for the development of speech argument, which begins with the exquisition of the main topos.

Imitation, fashion, conservatism. In low-intellectual and emotional audiences it is worth resorting to arguments based on the inclinations to do as a majority. In this case, the main type of argument will be the listing of authoritative and well-known people who purchased the advertised product.

The desire to stand out. In this case, we are talking about the desire of a person somehow stand out on a general background and differ from others. For example, he says that the store sells consumer goods in the store, the massive goods cannot be elite, and only our cosmetics will show your taste and high standard of living, will emphasize the uniqueness, etc.

Desire for Novelty. There are many people attracted by unknown, unexpected, captured by innovative ideas; Wishing to update their acquisitions or relationships. New products satisfy their need for change, and the task of the speaker is to emphasize the originality of the new subject.

Strength, Reliability, Security. People are often afraid of new products, as they may be short-lived or harmful to health, in the end, just for fakes. Therefore, one of the microthem of speech must necessarily be devoted to overcoming this fear. In it, we tell about what a solid company, as a long time and successfully, it flourishes in the market, with what famous partners (clients) it has a matter, etc. The description of the consumers and the opinions of regular customers are complemented by an indication of the safe and effective Composition conducted by laboratory tests, warranty obligations, etc.

Comfort, convenience. For this type of arguments are more susceptible people with a practical, rational character warehouse. In this case, the speaker talks about the advantages that are expected from the goods: it is easy to keep in order, it is easy to handle, not cumbersome, does not occupy a lot of space, light, etc., and in the case of cosmetics: combines three functions in One, it is proposed in a convenient economical packaging, has an improved brush, etc. It is necessary to show ingenuity, drawing a picture of those benefits and advantages that listeners will receive from the proposed subject or product

3. Economy. The show of material benefits and advantages, underline what the same price in our case you get a better and good quality product than elsewhere, it may be a win-win argument (pragmatic topos). In real practice, this topos occurs most often and is the most important and effective.

It is important here to remember that when leaving the topos, we must talk about the reasons that encourage people to buy exactly the advertised product. Therefore, such, for example, reasoning: "There may be other motifs. For example, love - I want to buy my wife (if, of course, there is money!) Fashionable and expensive fur coat. May be reached jealousy, envy, fear." The love of a person to his wife is not at all the grounds in order to buy a fur coat of our company in our store. His love is only a prerequisite that gives reason to fight for him as a buyer.

Next in accordance with the two parties of the problem advertising We develop two sides of the argument. For advertisingHowever, rhetorical arguments are important for any other genre. They constitute the basis of the argument, but must necessarily be confirmed by logical arguments that do not give advertising turn into a clean suggestion. IN advertisingThat is addressed to ordinary consumers, it is the emotional attractiveness of the advertised product that should be in the first place, and then it should be taken care of him to realize his benefits and advantages. The rational part is especially important in cases where advertising It is addressed to organizations: firms, wholesale buyers, etc.

The rhetorical side of the argument is usually built on estimated arguments, most commonly used in this genre. It is important however, to remember that it is very often not enough to simply indicate that the goods are good (or even very good). Type estimates gorgeous, beautiful, cheapetc., although allowed to advertisingare ineffective. If we are talking about the usual, well-known subject, there may be very effective arguments showing it from an unexpected side. So, successful should recognize the argument advertising speech about imported ice cream (see the application), where it is not said that it is a delicious, nutritious, useful, etc. (that everyone knows): it needs to be bought, firstly, because it makes it possible to know completely unusual not known before the taste sensations, and secondly, because it transfers us into childhood.

Since B. advertising Direct call to buy offered goods is often translated into ultrasound, it is necessary to use special means of implementing such communicative intentions. The simplest reception for this is to evade from the use of second-person forms. He does not say: "You must do it,", but reports what good success someone has achieved the third who did it, or tells about his feelings and actions, Wed: "Returning to Communication" You and I ", It can be noted that it is often found in the literature of propaganda. In principle, it is associated with the conmature function of the language, but it happens that this function turns out to be disguised in the expression, which at first glance has an expressive function and in which "I" replaces the expected second person. At one time in the US, the slogans "Vote for Eisenhauer" or "You must vote for Eisenhower" the same transformed into the slogan "I love Ayke". It is clear that the numerous sender of this message was not limited to the expression of their opinion. They appealed to millions of their listeners, To make them think in the same way. Saying "I", they meant "you" and relied on the psychology of the masses, hoping that all the "you" affected by this message identify with Fuck with his subject. " Easy to remember the numerous examples of this reception from television advertisingWhen we tell how quickly he recovered, using this medicine, and what wonderful results it reached, washing this powder.

1. The argument is based solely on rational arguments. This is an error of a novice speaker, who believes that it is worth explaining the audience as good, and success will be achieved. However, this is a delusion. Advertising Must overcome the inertia and passivity of listeners and therefore be sure to turn to emotions.

2. The opposite error is to use exclusively emotional arguments, in transforming advertising in a clean suggestion.

3. Topos incorrectly found: it does not reflect the actual needs of this particular audience: " Vilan-405 is a foam-yellow foam foam. Water and airtight, elastic, which allows it to perceive all temperature and humidity deformations arising during operation. Constructions of joints with this material repairable. Its application is allowed by the Ministry of Health without restrictions. The use of polyurethane foam makes it possible to increase the service life of up to 40 years without repair, which is 5 times more than the service life of traditional materials. "The speech is intended for builders, but lists the advantages that will receive future tenants and organizations responsible for the repair and operation of houses, which is unacceptable in serious speech.

When building an argument advertising speech It is important to remember both the ethical constraints that are available for this genre. The most important thing and most relevant requirement is that reported in advertising speech Information must be absolutely reliable. It is impossible to attribute products properties, which in fact it does not have. You can not be silent about the harmful side effects accompanying the use of advertised goods, etc. An example of unfair advertising Such a kind was the television advertisement "Panadol", which was declared an effective and safe antipyretic agent. However, doctors argue that Panadol contains a crude parabsitomol, which contributes to the destruction of the liver, and therefore this medicine cannot be called safe.

From other techniques for unethical construction of argumentation in advertising Two cases should be noted: 1) Loying the products of competitors. IN advertising speech You can somehow lush praises your goods, but it is impossible to scold products of competitors. That is why in speech there should be no indication of the poor quality and inefficiency of creams, drugs, etc. other firms. This requirement is often disturbed in television advertising, where you can meet allegations of the unconditional superiority of your detergent over the "ordinary powder" or "conventional cleaning agent", riding of the toothbrushes of another form, not similar to our, etc. 2) Listening to people We use our products. This includes cases when advertising speech With contempt, they are talking about people who are not used by the advertised goods: what kind of wrinkled skin, a bad color of the face, what terrible acne, etc. An example of this reception in a telecommunication can serve as a plot of the stern "Chappi": a dog that does not eat "Chappi ", Sluggish and sick, while a dog that uses" chappi ", healthy and cheerful. About the unreasonableness of such a comparison, the fact that dogs live with people have already been several thousand years old, all this time they were without "Chappi" and always had fun and healthy.

§107. Appeal

§ 107. Appeal.Appeal - Very frequency in our social practice genre. This term is often called any official calling speech. but appeal It has its genre features, fixed in our speech tradition and dictated by the official situation, the status of the speaker (official authorized person), the status of the addressee ("non-subordinate"), the goal of encouraging listeners to certain actions in accordance with the established circumstances. In this way, appeal - this is the official speech in which in intensive form (in contrast to request) A detailed argued call for social and significant actions is expressed (unlike movements) and which is intended for an audience not in relation to direct subordination to the speaker (unlike order). That's why appeal It cannot be limited to the transfer (as in the order) of the actions that need to be done, but should contain the detailed argumentation of the need to take action for the listeners themselves and its public utility.

Consider the specifics of this genre on the example of the election appeals.

In this embodiment, it is especially important to accurately submit your audience, the most promising group of people capable of supporting a candidate, not to "broad folk masses", to all voters, and to keep in mind our particular electorate, to say something that will turn out to be a topos for him . Therefore, speakers who promise and raise pensions and fight crime, and build on the countryside, and improve the situation of science, etc., most likely will be not necessary for anyone. Consequently, a young man who put forward to the candidates youth organization is better to talk about the problems and needs of young people, to ask for support for the youngest part of the voters; The representative of the block "Apple" is more reasonable to contact the scientific and technical intelligentsia, which only supports G.A. Yavlinsky; The representative of the agrarian party - to rural residents, etc. Violation of this important requirement is expensive to the speaker. So, appeal The residents of the district, known for their communist sentiments, with the criticism of the Governor-Communist, his programs and actions can not improve the position of the candidate and will cause failure, since this criticism will not only become a topos, but will lead to a spinning of the speaker.

The program set out by the candidate must comply with the level of the authority in which he is elected. The extreme case of such a discrepancy was a speech of a candidate for the city duma, the entire program of which consisted of a promise to fight for the restoration of the USSR in the same borders. At the same time, neither the path nor the methods of this struggle were discovered. The whole point of speech was to present an appropriate state topos with a communist orientation with a communist orientation, not reinforced with any real considerations. It goes without saying that the candidate for the city duma should not talk about agrarian policy, the Land Law; The candidate for the regional Duma is to argue about the foreign economic relations of Russia, etc., since all this is not within the competence of its authority.

The main part of the speech that calls for voters to give votes for a certain candidate, usually consists of two microthele: 1) a message about the candidate information as a person worthy and able to fulfill its future responsibilities; 2) presentation and substantiation of the program of future actions, from which voters would be able to understand that this is the person they needed. The first microthem does not imply a detailed presentation of the entire biography, it only reports that it will help the students to make an idea of \u200b\u200ba candidate, as a person who appropriate for the work that can benefit in the electoral body, as well as its political orientation, moral and spiritual principles, life Priorities, i.e., that the confidence of voters will call it. The first microthem is especially important in the case when voters are not familiar with the candidate. For example:

We choose the governor of a new person - business, economic. The appropriate candidate is - this is Nikolai Kirillovich Maksyuta. He knows what and how to do not appear, not from books. The first corns on his palms are peasant: I knew Nikolai Kirillovich, as bread grows and how much sweat it is necessary to shed for him. Second corns - workers, engineering: two hundred ships got a ticket to life from his hands. Then the whole ten years managed on the same shipbuilding plant. This, with it, built more semi-second apartments, saunas for workers. Such a school is not passed. And the experience of the chairman of the city Duma Volgograd? He is also much worth a lot in our difficult times. In this post, he today continues the same course. City Council took control of the budget of the city (our State Duma - as an example!), Did not raise prices for travel in the city electric transport, sharply reduced the growth rate of public utilities for the population, introduced free travel for schoolchildren. I can build Nikolai Kirillovich build, multiple powers and people, not forgetting about countrymen, about those who live nearby. Able to appreciate and protect people. He knows: they are the salt of our land, and not the rolling-field that, besides speculation, do not know other crafts, and they do not want to know. (G.A. Zyuganov)

Such a presentation, designed in the style of friendly conversation, devoid of common in this case, speech stamps, fully implements its tasks, creates a positive portrait of a candidate who can cope with its future responsibilities and confidence in voters. Although in terms of proportionality of parts, it looks overly extensive. In this case, this is explained by the fact that the speaker ignored the second part of the appeal is undoubtedly more important, since success in the past does not necessarily guarantee success in the future - on the position that the candidate claims.

The content of this microthem is largely depends on the political views of the candidate and the values \u200b\u200bof the social layer to which he draws. Communistly oriented candidates are usually talking about their working-peasant origin, proximity to popular interests (see above); Representatives of the right-hand parties - on legal or economic education that gives good preparation for the development of new laws, work experience in management bodies, participation in the work of elected bodies, etc. If the candidate does not have in the biography of such winning moments, this microthem is minimized, And consists only of a report about the views, priorities and moral qualities of the applicant. Excessive information in this situation only harm the candidate. For example, there are often cases when the candidate's trustee reports that he, for example, the chief physician of the district hospital, a wonderful surgeon, established the work of the team, he loves patients, etc. All this creates a positive attitude to the candidate, but listeners cannot Do not conclude that the place of this person in the hospital, where he works so well, and it is there it will bring much more benefit than in the Duma.

"Often the biography of the leader is not only what he did, but also what he did not. So, for example, the lack of political experience and non-participation in certain types of political activities can be considered as the merit of the candidate for the leadership post ... no experience Government structures can be presented as evidence of "political purity", non-participation in "backstand political transactions", the lack of relationships with "corrupt power". The politically inexperienced applicant can easily be put up as a true representative of the people who, if it is chosen, will represent the power of the people And protect the people. " True, it is necessary to make a reservation. The candidate then must necessarily have any other merits and advantages: the experience of the leadership of a large company, work as a trade union leader, etc. or proven positive qualities, as a non-distinguished person from the street can hardly rely on voter support.

In the second microthem, the speaker sets out and argues the program of its future actions: lists specific cases related to the problems of social life and the current situation. An important meaningful aspect is to indicate how it intends to carry out all this, justifying the estimated actions as the most correct in real conditions, so that the listeners can imagine how promised is to appreciate the forms and methods of the upcoming work of the current applicant and make the choice of "their" candidate . The applicant for the highest posts (president, leader of the party) may not delve into clarification of specific paths (such arguments are complex for non-specialists), but only to outline the priorities of their future activities, however, it must report that the specific program for the country's conclusion from the crisis He is, and he is ready to present it as soon as he is chosen.

The conclusion is summarized the result, it is confirmed by the obligation to fulfill all of the above in case of election. In our country, in conclusion, speakers often call listeners at least to come to the elections and vote, not to remain passive to the fate of the state.

Consider the appeal of this species on the example of the pre-election speech V.D. Maidannikova (see Appendix). Of course, this speech cannot be considered an outstanding model, but it satisfies the basic requirements of the genre.

The performance contains microthel about the identity of the candidate. True, it does not disclose all the components of the candidate's employment path (as in G.A. Zyuganov), but only about the place of the current work and the reasons forcing him to accept the proposal of Uryupin voters to run by their district. This is a completely allowable embodiment of this microthema. In the second microtene, the program of future actions and priorities of the candidate is disclosed in detail. It impresses that the program consists not from the vague promises of the type "I will deal with crime" or "I will fight for the rights of workers", but includes quite specific activities, relevant qualifications of the candidate (which is very important) and its experience: to implement the program "Country House ", contribute to the financing of the Gasification of the village from the budget, to build roads in rural areas. The speech includes criticism of the existing position, but this is not a cooler criticism of power (everything is bad), and the indication of what the candidate does not agree with and that you can actually change the new composition of the Duma: the distribution of the regional budget is carried out unfairly, the advantage has a Volgograd, the interests of rural districted areas; Money for the gasification of the village is suggested to recover from the collective farmers themselves. Interestingly, the only positive example of the work of the Duma is associated with the development of the candidate himself, which is an argument proving that he can cope with the proclaimed task. It is also the fact that the tasks are set by such, the solution of which applies precisely to the competence of the authority in which the candidate is elected. Thus, the speaker determines for itself a really performed task, which will allow to check whether it fulfilled its promises (then it is possible to verify that the other candidates are promised, for example, whether the family status has strengthened and the spirituality of society has improved, it is impossible in principle ). The speech ends with a short conclusion where the confidence is expressed in the fact that the proposed measures will bring concrete benefits to the residents of the village.

At the same time, the election speeches of candidates for deputies most often contain contradictions and nonsense, not compatible with the genre appeals. The most typical disadvantages are the following.

1. Genre Appeals It is completely destroyed, because it does not express a prompting intention, the speaker is limited by philosophical reflections on the elections, without disclosing its entire program. Wed, for example: " My position was and remains unchanged. Warranties must be real, calculated and executed. From all candidates, voters are waiting for specific answers to vital issues today. Where are we going? How will our children and grandchildren live? What will be Russia in the XXI century? From these issues, it is impossible to simply dismiss and get into common phrases. The experience of history clearly shows: Enough experiments on the peoples of Russia, when they first put unrealized, invented goals, and then bring the life and fate of people to sacrifice their implementation. Each generation should independently define its future, the path of further development on the basis of what is already there, without shocks and crossing the past. "(A.V. Dronon)This kind of reasoning is possible in a lot of speech when the speaker wants to maximize its general life principles as much as possible. However, in a three-minute television speech, each second must be registered, and in this situation, the speaker cannot afford similar passages, as they do not give voters to determine whether it will benefit from it in the Duma if he can work fruitfully.

2. Instead of presenting its program, the speaker is limited by sharp critical comments that sometimes reach the slander, to the current or other applicants now. If it is exhausted by this, then it turns into a vulnerable (epidectic) speech, which forms only a negative attitude to the phenomenon (established public situation), and not the desire to act in a certain way, since it does not follow out of the windward condemnation The need for voting is precisely for this candidate from the cooting condemnation of the existing state of affairs at all implies the need for voting for this candidate. Of course, it may include the criticism of the current government, however, this criticism should be completely specific (not such a law has accepted, voted for an unfair budget, appointed an unsuitable person, etc.) and combined with the proposal of measures to eliminate the current situation. Wed, for example: "Now increasingly becoming the stratification of the Company in income. On the one hand, rich mansions, expensive cars, the gorgeous life of new Russians, on the other hand, unpaid wages, meager pensions. Drug prices have grown to ugly sizes, the treatment of many becomes not Pocket. Perennial accumulations turned into dust. In general, the situation in the Volgograd region continues to be complicated. This is due to the deepening of the crisis in the economy, with an ill-conceived policy of the authorities in relation to representatives of culture, health care and education, whose labor is paid from the state budget. In the most difficult conditions are located The workers of the village, the safety of our society is concerned. Therefore, it is necessary to strengthen the responsibility of power to citizens, control those in whose hands there is an executive. The deputy of the regional Duma must do everything possible in order to pay wages and pensions. It is necessary to promote the Criminal Procedure the repuration of the status of the family, the introduction of a healthy lifestyle and an increase in the spirituality of society as a whole. "(I.M. Gureev)This speech is a bad sample of epidectic speech (hula), since it is at all there is no the thesis, and a completely unsystematic list of individual flaws of our life, which does not even give a hint of what exactly and how to change is more suitable for rally speech under the slogan " Down with the Government! "Than for the election circulation.

3. The main argumentary part is absent in principle, or contains only biographical information about the applicant, or is replaced by the promises of a non-specific nature (" let us return the confidence, "" I will not give offense, "" Responsibility to Himself", etc.). In this case, it is also difficult to hope for the planned reaction of voters, since it is not clear to them," that "is the person and whether he will act preferably for them. Sometimes he tries to present his program, but she will sometimes act It turns out extremely non-specific, seeks to cover all directions and therefore consists exclusively of abstractly formulated topos. Wed, for example: " I am for the revival of domestic production, for strong agriculture, for a fair distribution of the budget, for ensuring decent old age, for stable financing of youth programs, for the maximum protection of the rights of citizens to work, rest, medical care. "(T.G. Gornyakova) It is difficult to find a person in our country who would not share these values \u200b\u200bof the speaker. However, it is absolutely not enough to proclaim them, it is necessary at least in general terms to schedule the path for which the newly elected deputy will go to solve these problems. How exactly is it planned to revive domestic production? What does "fair distribution of the budget" mean? If instead of the proclamation of the "maximum protection of the rights of citizens to medical care," he said: " The hopes assigned to insurance medicine were not justified. Medical care just became paid. I am a medical worker and know that now it is possible to be treated only for money. For the rest of the patients, no drugs or equipment are missing. I believe that it is necessary to return to the previous state when all medicine was free and equally accessible to all citizens. If you choose me, I will fight for it ", We could determine if this program is suitable for us, whether we want a man to fight in the Duma to fight for the revival of the previous medical care system. That is, setting out its program, it is not necessary to strive to cover all parties to life, it is better to choose 1-2 directions, but consider them in more detail, indicating ways to solve the problem affected.

In conclusion, it should be noted that a particularly dangerous error of the election treatment is the substitution of argument by non-specific promises or a moral for political rivals, since the avalanche of bakingbirds and aggression, envelied on the heads of the listeners, usually bits the speaker itself. So completely unacceptable for listeners and unproductive for the speaker the following appeal: " Russian! Enough to whine and let snot! For your future it is necessary to fight everyone! You can not strangle the enemy, but I don't want to play in the box, "go and throw your newsletter not for representatives of parties, movements and committees, and for the representative of their people. Is it really not enough forces on this?"