BENGALNATIONDAILY

Beyond a general purpose, a speech should also have a specific purpose. For example, an informative speech may have the specific purpose of increasing listeners’ knowledge of the causes of global warming. The specific purpose of a speech will typically be evident by the time the speaker finishes the introduction, and must be unmistakably clear by the time the speaker begins the conclusion.
A speech that lacks a clear sense of purpose will seem to drift and wander as though it were a boat without a rudder, blown this way and that by whatever thought occurs to the speaker. Developing a clear purpose begins with the speaker considering audience needs. Speakers must determine precisely what they want to accomplish: what they want listeners to learn, think, or do as a result of their speeches.

The storm metaphor is often used when describing catastrophes. Quite often the storm occurs at sea—a dangerous place under the best of conditions. The student speaker who argued that “our society is cut adrift—it has lost its moorings, and we don’t see the dark cloud on our horizon” used these metaphors in combination to give dramatic expression to his fears of the future.

The organization of the body of the speech will vary according to the subject and purpose. If a speech tells you how to do something—for instance, how to plan a budget—its main points should follow the order of the process that it describes. If the subject breaks naturally into parts, such as the three major causes of global warming, speakers can use a categorical design to present them.
A variety of concluding techniques can be used to end a speech. If speakers have covered several main points in the body, they should summarize them and then make a final statement that will help the audience remember the essence of the message.
Effective speeches also contain transitions that link together the various parts of the speech. Transitions bridge ideas and aid understanding. They signal that something different is coming and help the speech flow better. Transitions should be used between the introduction and body of a speech, between the body and the conclusion, and between the main points within the body.

A good speech is carefully planned so that it carries you through an orderly progression of ideas, making it easy for you to follow. Without a good design, a speech may seem to consist of random ideas that have been thrown together willy-nilly. A worthwhile message can get lost in the confusion. There are three main parts to every message: an introduction, the body of the speech, and a conclusion. The introduction should arouse interest in the topic and preview the message to follow. The body of the speech presents a speaker’s main ideas and the supporting material needed to develop them. The conclusion should summarize the main points, reflect upon the meaning of the message, and provide a sense of closure.
The introduction may begin with an example, a quotation, or a question that draws you into the topic, such as “So you think there’s no need to worry about global warming?” Once speakers gain their listeners’ attention, they will usually prepare the listeners for what is to come by focusing on their purpose and previewing the main points.

Any speech worth listening to will bring something new to you. The topic should be fresh and interesting. If the topic has been overused, then the speech must be innovative to sustain attention. One frequently overused topic for persuasive speeches is drinking and driving. When speakers choose such a topic, they can’t simply reiterate the common advice “if you drink, don’t drive” and expect to be effective. The audience will have heard that message hundreds of times. To get through to listeners on such a subject, speakers have to find a fresh way to present the material. One student of ours gave a speech on “responsible drinking and driving” that stressed the importance of understanding the effects of alcohol and of knowing your own tolerance limits. Her fresh approach and important information gave us a new perspective on an old problem.

For a speech to be effective, it must meet the particular requirements of the assignment and be adapted to the listeners’ needs. An assignment will typically specify the general purpose of the speech: an informative speech that aims at extending your understanding of a topic, a persuasive speech that attempts to influence your attitudes or actions, or a ceremonial speech that celebrates shared values. The assignment may also specify time limits, the number of references required, and the manner of presentation (such as a required presentation aid or extemporaneous mode of speech).
Effective speakers are listener-centered. This means that as speakers plan and prepare their messages, they should weigh each technique and each piece of supporting material in terms of its appropriateness for the particular audience. Will this example interest listeners? Is this information important for them to know? How can the speaker best involve the audience with the topic? The close involvement of subject, speaker, and listener, called identification, is vital for effective speaking. One way in which speakers can invite identification is to ask involving questions at the beginning of a speech:
“Have you ever thought about what it would mean not to have electricity?” Also, the pronoun we used artfully throughout a speech may draw audience, speaker, and subject closer together.