Step 3 Use visuals to connect

Step3 Usevisualsto connect
l Visualaids
lntroduction
Intcractionwith visualaids
.Numberof slides
'Addressing the audience
-Bulletpoinr lisrs
-Procedure
-Takea riskl
32
33
u
u
2 Numbers
andtrends
Nuribers and approximations
Trends
Gramrnar
-Adjectivesand adverbs
-Prepositions
-Describingtimelines
37
38
39
39
39
40
3 Full presentat:o.|
Anal},sis
Preparationand prcsentation
Feedbackand targets
l
I
42
43
1 Visualaids
Introduction
I
H...
fo,r. ,,'lsualai<lsthat Dan, Svitlana,Zhan and Cesarusedin their Step3 presentations.
"..
Which worked mostef{ectivelydo you thinkl Whyl
B
*r.n
o* ,n"." statementsaboutPowerl'oint slidesdo vou aereewithl
'I Thc presentation
handoutshouldnot bc rhe samedocumcntas rhe presentacion
slides.
2 ICsOK if rhcrcareEngiishspellingmisrakes
on a slideasno onc cxpcctsme to
be perfect.
3 You shouldn'rusetoo manycolours.
4 I needro includcali dcmilsand dataon my slides- chat'srny busincss
and that's
66
rvhar my audicncesexpecri
5 A good presenrerusesvisual material to support thc mcssageand nor ro give the
message.
6 I seeand I remember.
7 The slides are the firsr thing I prepare as they're the most important part of my
presentalions.
8 lf the slidcs are detailed enough, I can ju$ rcad them aloud if I forger rdat I was
going to say.
9 There should never be more Lhan sevenwords on a slide.
10 The audienceshould listen to me and not wor.y about the siidestoo much.
11 A picrure is worrh a thousandrvords.
12 The audiencecan alwaysread if r,\cy can'r undersrandme.
13 Every visLralaid should lead to my conclusion.
14 lt's annoving and confusing if a presenrertaiks abour subjecrsrhat are not €ven on
,h'.lrJe.
15 l-essis more.
16 I appreciare
ir when the presenrer
doesnt rely on PowerPointbucdoessomeching
a
lirtle dif{erenr,suchasusinga flip charror objects-
??
FindYourVoice
Write your own checklistfor the useo{ visualiflformation in presentations.
Step3 usevisualsto connect
Interaction
with visualaids
Numlrer
of slides
3.01 Rcadthe brie{ Ior the Step3 presentationon page.{?.Then watch Zhan,spresentation
"'
andanswertl, e questions.
I How mmrysliclesdiclZhan trsein his cleven-minuteprcsentation?
2 Do you thiok therc wcretoo few,just enoughor too many?
3 Can you identill' any slidesthat couidbc removcd?
Addressing
theaudience
Lool ar thephorool Zhanduringlrisprcsenrarion.
I Do you th ink the audicncewerelistcningto Zhan or reading
at this nomentl
2 Did thc sLclehelpZhan'slinglish?
3 Did thc slidche$ Zhan ro prescnrhis ilrformarionl
.[ Doesthe slideadd anyrhingto th,.:overallpfescntationand
finr I conclusionl
5 Rcaclthe tip bclow.Did Zhan folLorvthis advicel
Tip
llo
TTT when v1u
Tl
you nrelnr
presentvisualinformation:
visualinformation:
lfen
. Ibuch
l-ouch- indicate
indicatewharis
wharisrelevanron
relevanronthe<lidc
the slidc
. Tunr backto rhc arrdience.
then...
. ,;il;;;;;il;;;';;...,"_
. *" *0"'.c andnor1orle .crem
:" ,.1,f
r+
-
t
-r J
\\
.r, \
33
Bulletpointlists
G
look
"t
th. t.rt in threeo{ Zhan'sslidesbelow.
iiat
is geneticdata?
T and Go:
o'^' "- '" A COurDNAconsi'ts" ll^"^r,n*"
o *n."
a 5""'6 '
.
data 1s
<6 oul geneiic
AGtCCqTTTAA\
--."^. canhale I
g"n"titt"tltt:" "-:-:":
B"utat tuth
;;,, t
.c
' il'il::Til'":':li:il;i;1" ;:r#i[:li:,f":ffiJ,l
disease
gene...
.
l s' e g
termsof 0 and
"'',''
*,,n*
use srmulated
data sets "rli."it"t'""
"t
Why is simulatinggenetic
data
challenging?
Realgeneticdatais not a random
setof 0 and ls
arecomplc\corrclatio[slrucfures
oueto
.There
thousands
of Jearsof e\ olution
Realisticsimulateddatashould
containthesc
stlucfures
Grammatrcallyinconsistentlists are confusingand di{ficult to follow. Simpli{y the text by (1)
applyingthe '1essis more' principleand cutting the numberof words and (2) makingthe bullet
poins
grammatically consistent.
Examples
Bullet points starting with verbs
I
'
Attack market
]
Simplifiproductline
i.
'
Cut prices
i
.
Market attack
Simplificationof productline
Price reduction
Bullet points startingwith adjectives
. Larger market
. Simplified prodrcts
. Reducedprices
Procedure
i:.i 0.02 Zhan's presentation was a research repod to statisticians v/ho are
experts on their
subject' but havelimited knowledgeo{ biology. watch Zhan's presentationof the three correlation
matricesin his third point again.Do you like the way he presentedtheseslides?Why Why
notl
/
Zhan useda procedureto presenteachmatrix. Identify the sequenceby putting the following
stagesin Lhecoriect order I . {.
He giverthe message
or conclusion.
He .ay' q haLrhe mo.t impo(dnrparri..
He drawsthe audience's
attention to the diagram. .....He explains the matrix in geneml terms so that the audiencecaniecome familiar with it.
F
Now watch his presentation o{ the three matrices again and check your answers.
What stagesare these phrases{roml Write the stagenumber ftom E next to the phrases.
I Id lil.eu. to focrFour drrenLi.non ..
2 Vhar is inreresrrng
/ imponanr herei( ...
3 I'm surethe implicationsareclearto all ofus ... . ......
4 The hgures
in r-hisr/bleshow...
lt
5
is importantto notice that...
6 Tlc rake-home
meo.age
herei. ...
Ve
7
can concludethat-..
8 This chart compares...
9 l d l i k ey o ur o r h r n kr b o u r . . .
10 If you look at the top right-handcomer... _. .....
11 The lessonwe can leam iiom this i! ,,, .. . ..
l2 The bluedonedlinerepre"enr"
...
13 Theiop halfshows... .........
14 Now, I'll showyou....... ...
15 Let'smoveon now ald lookatthe figuresfor... ..._...
16 The significance
ofthis is ... ...__....
17 I would like you to concentrateon this greencolurnn... ......_..
18 The next overheadshows... ... .....
19 As we cansee... ........
20 The verticalaxisrepresents
... . . ...
Takea risk!
C
@ O.OzW","t Zhan's'finish'. He hadoneslideprojectedduringhis summaryandconclusion.
Answer the questions.
1 Did the summarychart makehis summaryclearer?
2 \0hat wasZhan's conclusionl
'bang' his linal messagel
to
3 Did dre visual aid (summarychart) Zhan usedadd a
H
O O.O,*o*, *atch Svitlana's'{iaish'" to hei Step3 presentation.Shebrie{edUK studentson
their upcoming irip to India. Answer the questions.
1 \Yhat did Svitlana l'rseasvisual aidsl
'bang'?
2 Compareher 'ffnish' to Zhan's. Do you think her messagehad more
2 Numbersand trends
Numbersand approximations
Read aloud 1-5 and pronounce them clearly.
1 4,579employees 2 30.33metres 3 $995
4 7.385Vo 5 €5.1 milliorr
Now readaloud 1-5 below.
1 around,[,500employees
2 just over 30 metres
3 $ I ,000moreor less
4 approximately7.4olo
5 roughly €5 million
Q
Readth..""-ples
of approximationsbelow.
Our agencyha workedon 1,024 hatuls.
Our agencyhas worked on over/just over / more than 1,000brands.
The number ofbrands is jusr above 1,000
Our agencyhasworkedon approximately/ abour/ roundabout/ roughly/ moreor less1,000brands.
Our agenclfuisworked.on I ,994 brauls.
Our agencyhas worked on well over / well above 1,000brands.
Our agencyhas worked on near\ /just mder / almost 2,000 brands.
Now read the tip below and present sentences1- 10, using approximations.
1 \(/e have 693 offtcesin 153 cities worldwide.
2 Our revenuewas€333.33 billion last year.
J There wasa 5.670oincreasein sales.
4 Ingredients:82.7% water.
5 8.9% stateda strong preferencefor Product Y.
6 Europe: last twelve months, categoryspendingis $12.9 million, doum 0.2yo.
7 Total forecastvalue:f2,697.
8 Australia:193,399professional
engineers.
9 Fastprocess:
22-29seconds.
10 We manuhcture a total of 721 different products.
Trends
I
B.ai.r"to"*
I
the wordsyou alreadyknow to describethe following graphs'
"11
ones to
Now look at page110. Did you include all of these in your brainstormingl Add any new
your brainstorming lists in A.
G
Co-plet" the gapsin thesepresentatiooextracts,using vocabularyfrom B'
" over dre Christmas
l To our surprise,it wasthe salesof Prodlrct A that (1) t -"
period with sales51oloabovetarget and Product B that (2) s " " with sales349obelow target'
is ^ ."s,rlt, *e a." ,"designing the packagingfor Product B and are forecastingthat saleswill
' we will seriously
(3) r
.-. by Easter.lf this doesnot happen and salesshow no (4) i' -" "
have to considertaking Product B off tie market'
'
{iom 9oloto 8oloarrd Braad B's share
2 ln this period, BranclAs market share( l ) s "
from10%to25% Ifwe look at the
(2) p
to just 1olo.Our BrandZ (l) r
from 6010
(4) d
-' its
budget for TV advertisingduring this period, we can secclearly that Brand Z
(5) r" .'
during
budgetfiom €250,000to €500,000.The print advertisingbudget
on the tarsetmarLet
rhesameperi"rdbr.rtwasconcenlraled
have been
3 I'd now like to focuson rhe carbon dioxide conrent. Have a lo;k at this graph. There
in the carbon dioxide content since the fint unit was installed
( 1 )u
multiple
and 4oloaswe have experienced
between0.33olo
three yearsago.lt has (2) f
(3) h
failures.The units are now working efficiently and carbon dioxide content is
at 0.2%by the end of the year'
at 0.33Yoand we expectthis to (4) s
55 and by 2000 this
4 Let's rnoveonto the statistics ln 1900, 15oloof the workforce wasagsl over
to roughlv40% bv 2030 LiG
had (l) g .. ...... .......... to 337o.Ve expecttiis to (z\ j to round about
"
expectancywas approximately 46 yearsin lgOObut this ha5 (3) s '
B0 today. What doesthis all mean for us when we look at tlt question of agediversityl
Grammar
Adjectivesand adve.bs
You can be even more dramaticby addingadjectivesand adverbsto your trend descriptions.
Brainstormas many adjectives(big, small {ast) and adverbs(well, badly, slowly) as you can.
Now look at page111. Did you includea1loI thesein your brainstorming?Add any new onesro
your brainstorming lists in A.
C
Choo." th. b""t adverbor adjecrivefor eachsentence.
1 Salesshot up slowb /sliehdJldran,oticalband surpassedall our expectations.
2 The coveragerate decrczucdsignilrcancb/ slightl) / srearllyby 107oevery year.
3 There wasa hzge/slighrAignrfcanl
risein unit pricefrom€0.?5to €0.77.
4 The marketing departmenthas grown considerabblg,r.eualblslawiy in the last three yearsand
doubledits size.
5 A fa.stI gradualI smailrisein raw tnateriaipriceshassiowlybut sureiyerodedour margin.
6 Up to now we have ignored rhe small/ srendl/ rapidgrowth in the secrorbut the grofih is so fast
that we cannot continue to do this.
7 There wasa sharp/ gradual//nsr ard noticeable jump in wastagein a very short time.
8 The online marketing costs are dropping slL&il I subsmnnallyI significdr,tb.However, the
declineis so smallthat we shouldn'tincludeit in the final figures.
Prepos:tions
D
Cornpt"* this presentarione-{tmctwith the conect prepositions.
Let's move on to the sta.isrics.ln thc i960s ivc spenr about 25lo of our householdurcome on
f"od. bur r\i, Las nou cru rltl Jlppcd i
i07o(2) .........l5%. Hou'evcr,
rhe
proportion of lhe averagefood budger rhar rve spendin restauranrsand on rakeawayshas risen
(3)
dramaticalLy
zya (4) ....... JJToin rhe samcpcriod.Mosr inportanriy,I would likc
(5)
to point ouLthar annualnadonalexpendirureon readymcalsfluccuared
somewhere
f250 million and f300 million jusr 10 yearsagobur rhis hasnow jumped(6) .... nearlyf400
(8) ... .. .. 1007oin
m;llion(?) ...... almost!700 million.This hasresulted
from:n increase
(9)
the aumbersof singlehousckrldsand a decline
.. .... the dme x'c spendcookingour main
meaL.This wasaround2.5 hoursin rhe 60sbur hasfaller,significanrlyand rodaystands
(10). . .... 5 minr:tes.Whar doesali this meanfor us in rhe packagingindusrry?
message
Describing timelines
Past simple
We usethe past simple to talk about trends that happenedin the past and that have now flnished.
lt is often usedwith words and phrasesreferring to finished periodsof tlmte (La.styeai, lrom 2A032A06, ren yots ago,wfun we insal)edtlle new prod ction process).
SabsfeLLbeareen2000 ar,t12003.
Solesincreased,dnring *e summtrmarLdslLtstyar.
Present perfect
Ve usethe presentperfectto talk abouttrends that started in t}}e pastand tbat haven't yet finished.
It is often usedwith wordsand phrasesreferring to unfinished periodsof time (since,/or, this)ear) .
Sdeshae fisen shce 2003.
SoJishr&)edeteriotuted thb w:r,th.
Past per{ect and past perfect continuous
We usethe past perfect or past perfect continuous to talk about trends that had alreadyhappened
before another event in the pastSaleshld alreall improuedwhenue inno&rcedtlv rc@ profufi line in 2006,
*te ptocesses.
Sabshad beenfurcwntirLgbeforewe streambred.
Present continuous
'l0e
usethe presentcontinuous to talk about trends and changesthat arehappening now or arcund
Sabsare irnprwing at the moment.
The salzsfiguresare gettitlg coorse
arduo6e.
will
We useu-,illto predict future trends.
SalesraI pickupne*year.
SdascDoi't inbroaein somemmkrs in he foreseeabb
{uotre.
E
l
d
fook at the graphsand complete these presentation extracts, using the correct {orm o{ the verb6
in brackets.
F
No*, look at this graph and complete sentencesI-6, describing the sales.Whar tensesdid you
useandwhyl
1
z
. ... lastJune.
.
.. . . beforethe
joint venture.
3
4
last November.
fiom laor
Novemberto now.
5
6
Q
nexr January.
Complete these {orecastsfor your organisation.
1 We expect-..
4 !?e foresee...
z I anticipate-..
.l I torecast...
p
3
3 Fullpresentation
Analysis
@ :.oS w"..h Cesar'sfull Step3 presentationro a
1[
businessconference. The subject is trade dress.As you
watch, rate the points in the Feedback{orm below. I{
1ou are working togetherwith a group,discussyour
analysiswith the group.
Comments
sbd
Jumpstarttechnique(s)
andoryanisation
Structure
:i Three-in{hree
- . * * - struclure
- ' - - i* * - * t ;
- - - - " - - * - 1 - - * 1 - - - ' " .I
i-"*
Visualinformation i
i
r
l
Presentation
ofvisual |
information
i
of information i
Claritv
:
!
' Claritv
of messaoe
message ii
Clarity
r"
ii
:
f
I
iI
!
nahrFn,
I
!
Virbalderhrde
l
: technique(s)
i
i_._-
i
l
;
i
l
i
i
-: ": ----'l*':ii
t
i
r
witha bang
: Finish
i
,
r
:
:
-:- ii--r- *---,i
-
ii Frnsn
Flnsn
- -
;
:
Ii
I
I
i
I
Il
i
,
i
-.. ,_-.__I_._l-___l
'
l
i
l
Preparation
andpresentat:on
a Product
of localnetworking
DETAIL1
DETAIL2
DETAIL2
DETAIL3
Give your {ull presentation.
Step3 Us,giiiiuhliii:connect
l
Feedback
andtargets
I{ you're working in a group, analyseeachothers' presentations, using the Feedback{orm below'
I{ you're workiog alone, record yourself and analyse your own performance.
Commenb
Sfft
technique(s)
Jumpstart
andorganisation
Structure
structure
Three-in{hree
Visualinfomation
of visual
Presentation
information
Clarityof information
of message
Clarity
Delivery
Virbalgarbage
imsn
witha bang
Finish
technique(s)
diary
Presentations
Now you've finished the basics!You can lay solid {oundations, connect with your audience
and use visuals to connecL l-ook back at your {eedback on your Step 3 presentation and, i{
possible,watch your presentation again.Now read 1-3 below and write your diary for Step 3'
1 Do you presentvisr.ralinformation effectiveLylList three positive points.
2 List two things that you have to reviseor do somework on to imp.ove your presentationof
visualmaterial.
3 Set yourselftwo targetsfor your next full presentation.
Answerkey and videoscript
Introduction
i4 o.oro""
A
Hi, ny une s Dan. tctudlb nr tuLI Mne x DaMpot
Altlic/lnsatdl, b1,lt/s re,l lory r eoayu ulk neDm.
I'n o stutentdt *aoLes, I'n srd)rng prdtirlrns 4s 4
l"tast* dese awse a I'n fth Bdnlkok, Th^itarn.
I tupAb tutu the tuesettatian.o"'se in Enslxl 6e@6e . . .
nt wo& iftaol,e a Lr with Enslish peol)teann Enstish
coater* so becaue I pLln to wo& h a1rintd&LioMl
@npant in'IlvjLhd, d,t ... I thinL a.t@UJ n, r,J, Jat
k^ou,ih ny fua ofjab,nr
fieu af @ark t p[blishits, 1ot need,to tudk. a tot of
,tsdtation ani. a Lind of sellingyw idw beaue, the
b@d. of connitt es thq hdae1rtsaf t.iapasdlsbut a:fat's
inparaht fd then q'ten ttuy nake a i.tisian js thtouch
th. tnesenwian oJ JoLt... I thinl t\. obstal, the tu)r
obstd.bsate dE liffdent)@ ktuu, diffaent nelnatines
betwer you know, diffumt peo;,l"
hon d.ifraern coln iesbewe sonermes, lite , o,En ee
dA b the fdeiEn peopL ue needta kinn of cha"sew
M.J of salils tlli,ss d d.oinsthirys, yu )<tw, to nd<e
th.m, to pastudk thm to, to . _. tuakeit noe, Jo{k@u,
@r$ibla f6 thh sonetitues,it's ledb hod to seeuro s
fq ln\at.Jd L@w. Fd th. hesenhrion in Ensidll i rirrt
need to be moe confid.ent and yu knou, loot< note
I,ote*iord ei be Me shil.. . you trrcw ahen 1u dn a
beu6e I think ttu|s @hdtpeolla e9ed fta
Sresentation
I
o
n
o
J . o n l d c r c ei n ! d r , " l f a h ) i d r A a , ' r )
"-u.
lhr€uaseit's nide hLea ftienlly ... and.... beuusc I thja\
@ ene fiatu rE tune c(Mtrt, so w Linl of ta*es thin€s
1 Dan is a srudentat Bbokes lunivesiryl. He\
studving foi a Masrersin publishing.
2 Hel fotn Bangkok, Thailand.
3 He plans to work for an inrem.rional companv
in Thailand and h6 wofk iNolves working virh
Englishpeoplein Englishconrexrs.In publishing
you necd to make a lor ofpresentationsand *11
your ided |o ihe Boaij.
4 You have to chanse rhc vay you sayand do thtngs
to nake ir horc acce$ible for a foeier audiehcc.
5 tle wants ro bc more conlldcnt, prcfessional and
A i9t o.o2svittana
Ml tune a Soirrrtu- l'n oisttul! lron UktaiE. I'!c
beh in Axfud.fo 6aund tM .J@s,and I'n lMkins 6 a
suitle dt thr Boabian I ild) in Oxfdl.
1 tha€ht it wout be inpdtant f@ ne, ffi so nuh t'@nr
job ds a stide in Ltv lihdrL , q/ni.:hx &o inpolldnt I kink,
b* becaueI'n lotry n1 ptD in E.osomi6,I,n l,aquns
in front of d @nnitta . . . it's al@)s snasf,r, 50/ r/1.lgl
t uotv help ne ta zain sotueconfulencednn r hnpol t
wo{lrl. learn a feu new techniqtes ta imprave mt
Pfesenalons.
It is inp'tlnt fd ne ... beu6e I'n Ll:udl! soineta boL
f@ a job in tuatucenentant thnt,suhae.Jou da&llJ
hae a lo presmtatiou alnost everyda.J,a ther ^6t be
al a adJ hish qtuliry, dnl. thats r.h!, ttatsh I'n ad1
happ.Jui\lt thejob I A d"oirstutu, ahen r, wh4t r nore an
to, to rhe uxt job , / thught I tuouV bettq saih n! skilts
k kch diffeftnt uhen )ot tuese h Enslisi, and i, is
dillicut bedboe f,fst I'a. Eota ad.J s':'on{ den , atu |
i6e11,
to spolk perJf6r dnllits etv lq peopb n t aeD,
,q rliffdlt ta undastuna tue hqe. vJhen I nap@ Mc
fu$, n wd. a diysld be@usenobodl codtl utaastar.t
ne, I cou|,ln't uri.xtznd orha and baninshou to ptesnt,
it eoua helbeaehin a daib life ra Mke qsell nue .td
.o ot}.q peapb. F@d:J ff;sl pt5entatiafl, I ud: '@kirq on
sfu.twisins it tnl. I thataht rhdrif I coxlJlo jt ift Endish,
I then@!U be dLlz ta do it h n6si!'n a u.ll, so, riats
ehr ln LaLins fdwd. ann oeq exctedabot rcw n s
goingto be, betutse I thoushtI rcalb undastood uhzt I
studiedanl. 1 @dd inplenenr the siucttre nto n1
tuesentdtion,soI talb wnt to seetle feedbuk of a&lierce
t ke uhat tEr tl,.i* of nt p6enatian.
1 She'soriginallyfrcn Ukraine.
2 She is livine in Oford and wo*ing as a euLdein
r,\e Bodleian libmry.
3 She rhinks it will be usefulfor her phD in
She would like to sain moe confidence and leam
rmc new techniques- Shel soine .o look for a job
in hanagemenr and you have to do high quality
presentatiomalmsr everyday.
4 Shc\ got a very strcng accenr and used ro speak
She thihks people find it ditricult to undenrand her5 She wants ro be cleare. and implemcnt a sood
sttucture to her pesenrations and to get feerlback frcm
A tli o.o3 Zhan
My zne's Zizn Sr- I M bon ir Chitu bn I,n naw
Urins i^ EnELtul. I'm a PhD stutznt at the Uni{asitr of
Oafa . 1 sttd:J srarisricalgen€ricsat the stdtistics
.leDonnent.lI \ inp@tantld ne ro rar, rlp .o,r,? ,h
Englisltbe@6e Engli'i is rie scientificlans@ee,so if qdre
soinato tueyht oh jl6 it aill j6t be, nost ol dE tine it1
be ih Easlisi1 He was born in China but he's now liv,ng rn
Engiand.
2 He's a phD studem at the University of Oford.
5tudyingnadstical generics.
3 English is the scientilic language and most of the
time you haveto pEsenr in English.
Mr rz.n. iJCdaf namneraid I (fr han Me\no rn'L I a1n
d lav\et u@Lnt' far dn htaMrLrul Ln! t'd Wrll. tlLn
.oa)s d la)ti.,ldrb inlorrai' b&?,r 4s pa" oi n)
to dPrs d
elqrr) adirn'esI hn!€ ro gpe ltrnh|'od
q
ftfo1u
b
P?opl nr gerer"l
to olh1 coLlur*.s
t1trtrtu
d
',1e5or' 't d&qr
ec
.lo
oJ
!il@'
al,att Pntidlo 6pe|:"s
., eJren4'
in
lnrg..ion
that se laok at ulwt se cnsase
a
m1dlbettd
ndt a uAe. l'n lDlms to &-iiete a vq
ulxlastatuliv. of hau ta ire tuoe cllectiee thesentatktn
a haw n be nue anltlet n) uhar I 5z), llou I sal it,
theLn\ Im
arn fuw it an benor effective
ian kDu'
in
a noe iar
r,tn8s
ro
e}
to
be..6l.
i..ring ir, dnd al,o
ral
alult
htoo
k
le
.oifded @) a\ ol,povd
lor
1!1@rrp
aooorc a6oarit ani dluqs, lili€, laniL{tu
unLillbout si{Jws lso thar i act'&ilr r.4rrcl 'o stedk
EryIslt. Deloe I'd, )ot k1utw, I harl been eda'dtai tn
Spanish,I lul been,)or Jinoo, trainal ih Spa sh, a1x1
n) nitul ods ,sed ro slakins Slanisl a'd rhinl'rs 'r
SFdnsi, 50 @h4r)ot ci,e t'4?''4riod, ob'ioal) Mrive
speal<osaiurs nn<e ue o/ rl€, rot lrco, 'he sots oi
eTtution an!1.trdinms that the.;teceivd fton a uq anlt
I
age, and tlesz resoocesoboioldb l l lzci in i"a'v
t u Le d w t o lI n | n s l J h o L r c I n o t t L ' " " - '
@ttulb helrinsfle to belbb to :Jaukrcu ' u1i 6\tu'n Lh'
Mj tutiue spedkqswoublsise a pr5entatian effectiteb
gl4e
and nkae tut:ibe tha @A pl@ n@. enpia'is d
theJ tlorL! tutalbJ bdae, otuI uhae the1wlt' atull"l
be n'e
enlhatic.
I Cesafsfrcn Mexico.
2 He s. lavler, $oikins for an intemationaLlN tim
3 As Dan ofhn clerydat d.tivitics, he has to g'!c
presentations
nr clients and colleagles.
4 He rvantsto achievca much Letrer unde$randins
of ho$ to givc an efccdve prcsentarion and how ro bc
norc confident
5 l l e d o e- | h . c r r e - n ' r e ' ' u \ e ! a s d n i |
sleaker who was educatedin Englsh. so he doesnt
automaticallyknov how to enlhasise, pause.or be
more eFphatic.
Step1 Laysolidfoundations
1 The start
Thc chart bclow showswhar the cune loks like fot an
A
avengePree'nalon-
B Mosr lisrenerstenJ ro remenLer rnost easil)infomarion sivch at rhc sraft ah.l finish and rhcse
eF trvo im|otrnt seciionsof a prcsenratur.Ttre first
iretu at efencd to.s pnhaq'.nd |he last rreN as
'recencv'andthescareeasicrtorecallrhanLtchsin thc
mridLe of a prescntarion Ths s caLLedthc serial
position cffecf rvhich occun in all kuds of leanring
and presentation.Tho gnph below Jehonstratcsthe
serialposidon effecL
htemediate
Prinraiy
There s a parallel bcrween rhc audich.e attcnfion
lsrcnins cuae and tie seial positionefecr g"p;r'
Who, why, what, how
Who s rhe pEsenter?2, 6
Why arc we all hce? 1
What F he soine |o talk aLourl 3, 4
Ilow is he goiq ro olgahisethe Presntadon?5, ?, 8
c
1
2
3
4
5
6
?
8
9
rvho
*hy
*hai
who
how
who
wh1
trhar
what
10
11
l2
1l
l't
15
16
17
la
rvhat
whY
how
hos
lhl
sho
how
horv
who
19
20
Zl
22
2l
24
25
26
how
horv
what
whl
lvhy
ho{
wh-v
$ho
D i:' r .ot c"'n"
Thank )ou 'or mkhJd coming
Goo,Laltmoor eolov
l dn Cetur
ne
'nt!d".t nlslt
k.
ro m) I'evrr4&rn.
ai
i1x4wn6Ml
lae"Ja
@a+iry:lat
Fanire. atul I dfl o
a'"nu
aha,aat
| a u / r m . ' o d " r l q o c l dl , ( , b
tnso
of tle souins dni relb l'.at oea of tatlawk
t
t
t
t
v
'
'
o
n
'
i
t t t b pi l r e " F - r l , e . t u , n b . r " r ' a
going ro be uiar' Wirdt oc l'ote.t @[en ue s@]
't a,Ienok'' and utuLt ue actullll nean \1 tle uord
'trarletuk' .The se@ndpaint uill be wh1 we ane abon
nalenatks aad uirl oe shorll l,? .orc.rned oirl
ttalemeks. ArA fitulb, rl. ld foinr I lLos !e Pror"r
itule1n@ks, hoq the lau is encented tuth Lt''7'ndks,
hau cosns anll jdses fnot.cl tI.'Ltutks
6
.9
Time
4D
Recency
4 l-ct ne imroducelnlseLt I anr... I ah a...
7 ' f o J a y I s . u l d l i k e t o r i v c y o u a s e h e r a L o v c i ov a
i e. l.
9 So, l'11bt aJdesing thtuc main pointsaDJrhc fi$r
. . . j - o . n s, , l .
T l - , . . n dp h . r l And finall] the lasrpoihr is .-.
2 The finish
Signal, summary, conclusion! ctosinq remarks
A
irl i.o: zhan
Mdntrq€ro)one. I'n ZiunS!. I'D a rrarijri.rlelrarrnenr
irhD nud, a. tE I I 'asr'.! o/ o_Vod arl h,la), t,fr
.qoi,rgro rell lor I lirrh l,n alod m1 research.I r, xom.Ljr,
LiefLj t lI ":pL ul.@tI da, l,.ieflr tell lox hou L1o tt atn
l,vlb I n sainsto tell Jar uir I do i.. The p/esenrdror
shanz I4n abait lNe ninuta anl l'n lnppJ b tde an|
qtenn,ns dlta thd.
26
22
lj
I?
2 Evewpreenrarionhassonrekind ol conclusbn. Even
ifrou aregiving infotur1on. you wam ihe audrence
ro kno\r and undenrand more by the enJ of rhe
Fcsenrarion.This should lt explicit and turxeo ro
t h e ' w h ) ' a tt h e\ i a n ' .
M o n i n g c v c r y o n eI.' h . . . I ' m a . . .a t . . .
ToLlay,l'm going to telLyou ...
Tlrl*,
r { r n h o r l , l , . , b o ' r . f .m , n t r ,
l'm happl'to tale any quesriorsafr.r rhar
Grammar
B
A :.:lr.o]D,n
Hi eu\ane. T.da:J I @uA like Lobc talk^s abo&tan
o,tweu ol dteR^suh bo.k na'ftd. Frsrb, l'U so #.,gt,
saflerdtlal inf. dhu'r Lhe,lor krnu, r/reoury
"vry.
Tttil, I'll1n te an ro rh( ecoioln:laru1the politicssutca1n
'irtr i 2 iikc ro go mro .ltl.]ils @iththeed.rcatiatutltuokct
4"4 the bali pll,lishms.
'll go
1
th.oush
2
ll move on
Nill sraft 6
will hove on
I Thev us. vill, would like aDdgoine to.
2 lt\ a good idea ro lsc . varieryof foms to avoid
- o ' . r v . , I . i 1 .F
B
Suggestions
I rirsrlv. I'll grve rhc ba.ksrounJ n, ibe protecr.
f t . , , .J r ' L o i Jr , . r e l l v o u i , , , h " p r , . . I. i , ' . r .{ ,
ahd then I d likr to showrhe futurechanges.
2 Ih my fiisr roihr I d Likcto showyou thc srrucmrc
oi thc depanmcnqmy secondpoint is going to be our
*ork pteedures and ny thitd Finr will be sussen,ons
for grcaterellicicncl3 l'd llke to developthree hain poinc. Fnstly, I,ll
give a gehc.alovetriew.Secondly,I'm goingto move
on to specificsand thirdlv, l'll descrrbethe ovcalt
15 ctt
16 Sum
10 SUM
18 CR
i9 sum
20 Conc
Grammar
Da nolbds aJ thc 6nfri.l.e. I n .ielithtal to be uth
).r hde todal. Mr mne 6 SrnLtu.md rheali.ct ol tu"J
1.re(r.[ is t]tede,ia,r beAarior ol econonrczrgerrsir
lorr ern.r.gngecorDm'esTodar i rr .ging ro re/l yot u/11
J ./rose4 ir toi,c a,Lj ho@ron .ai I'endiri.orn ftJ rera'cA.
I w . l t* L L . F t . " e j a , \ t , . 1) e . a n , t t r n t p . t . t . J , . ,
bzhaeiorr in €..tuniLr. I uill aole or b .qpin€)o, r a /c{u
5
1 Sig
2 Surn
3 Ctt
6 Conc
A
i;l r-o+ s"ittn.o
- . . rr ' . d ; ; r . 3 r
Ir:r'r,! |re.
presenrationin a.orher languagecan bc even more
stresstul.One efecr of this is ihar prscnres ofr.n
feel relioed when they ger to the linsh ofthe harn
fart an.l they sihply don'r go rhough atl or dny of
rhc stepsar rhe end_P.esen.es sonerihcs fail ro
summariscor confu\c summaryand concluson rnrr
e've .ohclusionsdu.ing the sumnary. Thn means
the message
of the presentarioncan hecone unclear
':l 1.05 Cesat
.\o, rhA dnd Fn1. I'nBs ne ta rheod ol n j F5efttdtiln.
To !/,Dnarise,&t'r. looted.t uhatdtrtulenfrk is atu1i^
deJnriLian.\X/e@ baked at uh.J ue yatect tradituarks
dDd !b oc al" c.n.em.d 1litlr rhen, dnll ]AnaL:jw ve
Lakai at hoe ue ynoLectthe'n. So, I tDp€dnl I rrusrrhar
lhis lt6 8t!en lor a ralb go.d isigh| into &fun tn. naK
lau A dfld td n ,nrsAr6c rhardv.Ln hkinl.r .J"".
i PEschrferfecr
2 tt iseffcctive asrl,e useof rhe presentpefcd indicares
the contuDrof ihe prcs€nrarionis connecrcdro rhe
p-en
.r \. .rm f ,r,I o-. ,ror t. ,. .n"
surntmry cah tre rnote .lrimatic rhan dre useof dre
Nas simple and uncohplicared. Thc
4 Yes,
, to makeusthink alour iFdem,,( ,aw conclLrsion
wasclcar and led Jirecdy fom rhe summar
B
I enlird
1I have/ cbansed
2 vas
rz havebecn
3 nade
il have madc
4 ser
14 have allocatcd
5 appointed
15 hdve inrroduccd
6 hcant
16 hasbccome
? didn t arrend l? have srarted
8 {as
18 havefound
9 wastcd
19 had
10 didnt hdrc
20 hav. seen
lr, ,:.:.
;: .
1,"
';,
:
.
:47:.
3 Structu ng
Siqnposting
lr'J Jtclpinsn) ldr.qu{e, v Engl'shbecaaseI Lare a
s$L.ttte th{e aA utu! t &ed to p!' ill I iut lool ar 't
rrzouts aml iu soarerhngin A,d aier I sl'eai I teel
ntde conJilentbedta I huu sltt ls nert atl ulut to
cxl,e.t... t te L Ia ndke lds,rirkles letu6e l J"'e
@hd!ro €rpe., ' crl,.c. this I'nd bf sr1!dn$ and
ignl,ostillg rell ,te {!tut @iUbe a(\J
I Situct!nnehclpsDanLecauthe knowsghat cohes
next and ivh.t ro exFci
g ':' r.rU Svitlano
t u.'n? LiLelablgr W
So-lell$&4 raru4l4c!?Ir!1lrot
.,rfhdsiinle ttu inf.'rkutce ol d detianLbeharioh aJ
e.!noni. asenb a rAeinltut t J45 on ort lio.s Lr's
t' @ it, alLaf $ leel Jerilrr ro rone .I'en. ir d'.lle'err
snr@trrff dn.l bc@,Aeof t'trll' se .dn hLhbe htutu|urt.b
a erencaaseLirsrresro orrd teople. TJt 54m€
"rs
hapfe h dconolni.rul{l lre.,lriado ,tn{r .hat a'e 'lLgdi
n
!id.l]
dJnorndl orii6, arrpi.dl Jlclianr bruliod
achoulclged ia pslciologl, crinnrologlarul socrologl
bla nor in eL!ro,,i.s uJue it hutilcns M,\ aro tlneed
kt nu nr!!eor&lrlihs )dr aJaueranplesWc roald atl
rring sri.i:de,it,ltir€s,riolatio6 {t so.ra1
,Aee rar..n
ix,ms a cuJlaed .l],notml o, Jc!@tl. Ih,i! kad5lre torl
lroii rial lnbins a j,alge ro sd a idtitdckrrl olt.one ol
rh€.f idl, .ynllltirlg rh! tddsj ra gft 4 bcrLetndtk dI tne
ut l'h!]"r i - nan;
ont
.v.l;.. l,rr'{r'l
al,D$ on a dailrteosh.Lr's,.t, rr.n ro {uiurue conriler
to be a del'dnt bel@tio,r tn .conofrics AJ d de,n'
j,.[r,,o!r h donoini.soe .orlsiJd.m4ti.n anddl] sdlr
dacoro,n;coine, t/r mosrconnor o/ tfiicn is ut fraad'
N.v-llialat'olrr
l)6n,@ d.,iurriors I T/Pr do '!sr as
rc
wellarutr/urdL somarnesthq an pzscar rhearseh'es
becane
LheJ
.an
llttudtd'
ne!4ri,c.l.!t.ions, lata on
TAar
lr6,ins.hanres,.+?.@lb in 'cznasrnq @&nt'\
* oJrrrilo*rflorgr/r lnls ofJ.liarionsand stldringrlFn
n a r.asar) n€! 'n bdlzli'g a mdc ja. atul i...essil
Titn ruiroterolricn qlne rolri.al. qtl'e tteocrr aI tre
tr\o1na\tbec.o6ea caul)btf dars dgo liee ds a' d"i'i"
on BBal n. Li'S alod oltesiirdnd ohdt tivr M a!o{r r
'hdl the) t rn.l ar .b€s,rl .qcnethar neansrJ r l)drienrr
&lD ha!. ihisgaren ind" lileh I.lule oL4n) irApe'rio'
of ttuii l,idsl)k d,,1 jo,uts exarll u'lu ue do rVe'rc
r,liig lo L.are senej!..h as thc .b.rir) g.ne' So ri[r'r
nth uia I do dd rlrilr hdl, I do ir So nla'dl
lrrar-"l!!l o/bietsinfl^.i. ri"i! ot&hd {ddo 'r l,edndlls' tla)
lrs o/s.neri.dal,..T]ttrv v' of seneti.ddu .odes,6dr
So,
lrar'entrdal.atr a.1is.6erld ee ar iit.ren.l n1'
rlz'rd
.oner
for exanple, obesttl. TIE s?.!rl 5er.t se"atic
i ri
PP " l
t" IlPd
r o r . o 1 4 1 t h J lt o
ufio, *e)i"people uhodonr la'c ob€sirlaal 4e.'ul)re
the tuo tasclh' ati. h.rfulb @hdtue IM is .fia. ii tit.
obesitr ddta s"r tul all &ft] d 5.r d sd)cs ,tr d1" ro!
for in ttu orh* Jaa rcLuhoe !e.i)leJor'r lule oberit)
Tfiis n a o@1,rd)- lnjrL ri.lt. W'eic rdkrrg a.bort h(qe
anodts ol dLLl a1t w'te 1.sirgndri$nJro i.n oJ,r.d.l,
anallv rhii ddr,r. So, rhar'r {l!) 1ocr. i, ,hc ndrilics
deFanraenr.
So-drl rlrj IDU i Jo t ar! 6r.11! Iuhl f)K
rl8 serEri.n,a.J
br lo.nrnr-q
So, o. re domsdir bec@lrc
ng dr drscases
of cor.rin dnea5es.*e re t crra rni*sta
Ia
u
dhe d d bln
lof'efuLl.\
Ilt
Llut
$ill
uattulll,
art
so.
liseasts
fo eronph
htuaentiai lot rhese
ohae
.Jreoberitl
Lnoung
l)1
lr,urmeed'.at coJnlranies
n.sdes
thc 4/..1
d)i1ssdur
gcneis, tull bealie Io JeLelop
th. fin1nethat nlishtbL !
oI fi* eene.so, lop4rllr,
drug tiar dres oi,esiry.' ar Lat I'evdtts ir dtul 50 ri/' n
oh) ue do ir. !,, rlurr lrre,y nua\tl* ulat th"hotua"'I
2
3
4
?
a
l1
I $ould like to kgin liy ..
L e a st u m h o { t o . . .
Lefs $alt Nith Drt PFsentahon
No\v. Nhat .irout... I
Let mc move on Lo ..
This lcadsmc ro a |onn
Zhrn
5 So, fust ofall ..
15 So, thafs p,ttty much...
i:l t.oszt'o"
22 Aoll llnally ..
So, t &l all, olial 'r n I do! so,I udlt n afkLt 'Lnlol
and esrcnt'rtl]&,nt @ do n tD'!s
nd.hdaridll seneri.s
pets
ol o$ Eee,ae,il,,r /ranr otob DNA
ta t'ete thos.
rharoraes drace. So, i/ 1ot Iru.rne od i'odicsro i'e
miires, rAenli.treany orh* nthi€ on lJatiiesarc ltone
to txad<doa. so, *te of ttut 8 beexse @ ha{enr beetr
ael,tq @e it &t *" . So,fq.tu1nlb, btul diet' bk
"f
af e@cise, b r soneaf the rersonsNe bee6e on bcdies
is not buh ea, we\ dr,l the taot oJrl t/,ar is, i: b"aue
tlse ue faubsin atr DNA, at DN A de theblrelnin^ to
ou lrl;es, ro the nrj1,rs. So, ul@t M da is h) to toet
tiDseFrrs ofo!' DNA rl@rzrces eseliseoes.-\o,I re
r / r r r ' 1 n , 6 i ') , s t u e
,rrrirJ oneoiIturd"a
Note, Zhano(tenues asDe ar vedri)nn qth a Flurnl
nolr Tlis s Chinese intcrfc*nce ile $oul.l have
... o\t bqli$ ee nor btilt @l @il (nor ' o'r l,odrarir not
... or DNA n rh. irlreFn,.s ro oat bod;es(not or DNA
ffi th. blutuints to an boli.s)
... pdri?ffr ,ufrohaoe,ft ger .oe nde likeb to haaeob.siti
(not ... p4tidts @io iu@ rh^ setu n h@e lij.el) ro Aale
... wilLbe dbb to deaebpdrlss tet NYte thecffe.t of this
dE
ee€ 6ot ... qilL be abb n rlclelot d'"gs rhat Esdd
iideo saaipt. l
kay'irnrd
:Ansi,rer
Sieipo(s a.c nnpftahr hc..usc rhcr hclp rhc frcscnr.r
strucmreand shapethe contentanJ guidethe au.rrence
ihrcush ihe peseDtation.
Deliveryr Pausing
i:l t.oq suitl...
I tulizol that oi ame, obri.ui,- ,@. (s sIiJIrdon /r
i,,rqo!€ne so m) gdalIor ric nc\r lrere ,lrion(6 ro
i ^ t u a a e a I i L L l cl i t j i s r l r n n r s a n d p a , j i r g l , c c o a 5 e
son€tmd rh€ldain! rlE1 hi,1g.ror 1tro!drrerr'onr'o'n
u'iiene thdn tut ptutnv. Barrl! uAor 1or slarrr ror
l6t, ir 6 dillidnrb par,b L.ItL,o, n, ridr ua n,-sd,l,
&hich I p@tl:Jd.hieud in ttu ie.od l,rejerratior. i J.lt
dat I q4s sexinsnate canfiiler, &tii ur\q Erslll ard /
wm
ufradoJ wrguo s tiat I do rot rce n daiil i,,fe.
|, i--1"11
l
l\'l"p*"
"[r,'
e p ' . i , l 1 v i ' n r h ' p r . -' - ", I
l"lf l
Jr'
j{r r.roCoI .ant rhiDk of any pardcrlar rvonl or any panicutar
plnse or any panicularyou knos', M! ofsaliDg rhar I
s h o u l i a . r u a l h r n p r o r e , b u t I s u p l . o s et h e r n o s t
ihponant thing abourrhis corne and that, 1ou tnorv.
l ve leamt,hasbeento lt al.1cto lausc and to bc ablc
t,r bruarbeind to Lc .l-.lc to just l6t.h t(, m-!"clta Lrt
Lcfr,rcmoring on to thc ncri |]olit. vou ktrow. rhar I
want to addrcss.An.l I supforc it's $mcthins I Jon r
Jo bccauscas I sid, vou knoq. bcing a -cpahirhnatlve
rvedor\pause,rvejust kccf ralknreandrxlkins
speaker,
becauseiJeaslnd RrJs jlst floN, ,hd thq tur kc.r
comnrginto lour mud. so I suffosc you rc!.r sto| io
think al:nlr {hat rou rvanito say. Whereaslr Ergkh
I supposc,ltcau.e Im in ftm of an audrcncc.anrl
I am
becausethey're alLnatirc spcakos,anJ l--ccausc
L"r., . , . . , , 4 . J.(, , , . . . r.,, .1 r ' . r" . /
l,qforevr],u n, ,a ot poiedro dfr4 r-o" re a tu.ri,e rpedrd,
yrlrt
LrtteruordsoaI, yotr,{ rl,"r rlcn orr al,J, r.r
irnou, t1t14sr,{oroml aatrzlil. so J un r nalll t/r,rrk
of d \trc{t c\anfb ol d pdtridt|]J tuaLLlat dtrnpb, a1
l]rr,.q.lilc rAar,LlnLI uorlLl t;,1<ro. yoa hnou. jav Dr
awn ol atl heaHe to lwe n d a krger, lnr i iepos. a\
liulc t/r'ngrl,lc ldrriirg. ;r's l,ule tAra3sdrralena rore,
1on l,Di,, ranpdjtng,l.ins, r-or l,or,, nde, I !41Dsc,
clearoal)ou *lrat J ra goorsro do r!
i !41.5. rnr r
or of tir rh;lgstrfiici,l ln,oir d.rrll), ririch I Jln 't
rich I'u laLnal
4ct@!I\ l.nou ad
I tlFathing.nd lisrcningto binr.cll
2 Thcv hcll a .o.'natilc rpakcf rhnrt alout Nhat
rLrsavin tronr ofnative speakeraudieDceCes^r5ay"
'he can iisren ro hinself when he breathesand
I l)ausinu.ndbearbrrg helt r. l]-accanl signposta
prescnrationb.insing aticnrioh to key poinrs and
. ' - a f | r , , , , r n . P ' , h r ' L li q u e
n," dr.r
can elsohelF to.alft neNes.
,+ A prschtation is css.ntiallya monologueani the
prcscnrcrfcdsa ncal ro fill in silen.ewhich reers
u n n a t u r at lo h i n / h e r
Answerkey and video script
4
Full presentation
ii' t.t t c.*.
ajtntt dfLanad ere4oac TJnal ror u|arrc/r ]ir
.oft'ng ro ,r) fteremltor. l"r,tr irr'odrL! nrr-s.t/ I arr
Cesar Rarnt.r, antl I an d la{rat uar|arlol an
hnanatio%l k{ fnn. TD.lzr I {M,0 liJ.. ro gi,. )o! a
geferal odlieo of tu srol@tg anLLftdr\ b,oat 4\ea of
den16k llLu.So I UbedLItLr
esns r,hr. ,nan,]DDrrs,ar
'e.L{r'.
goog
rhe/rrv or rs
to Le
V/rat 1@Jro,ed e,Ea
*e n1 'traLemnks a uhat w acnnL\ nean b1 the
unl rtdlenak' . Ttu pmld poin' orl l,e ob ue cau
aboo rrademarJcand ol1 ue sAorU Le .otonel rui/r
na4ewks. AhdJitulIJ the lai patu is halu ue tn.Lect
tradeaar*s,ioo rhe lao rs .!n.arEJ on/l r,ade,vods,
dnA hotueurts anLlralres liarccr hddelnari.s. E{c,!sene.
So lzr ne 116rr'm ro m) ftst paint \\4et d tolenwk is
n a oaf imlorrart qlstion beaxsethat sill detonire
uhetlw a rct ue't got a cla,n aid e€ !.soi d ngJ .So
tle tir$ *nig ro rcre is llLll o no'leMk is anJ sirn tlat
arLl be uet by a wn* to lknrJ"j Lis d hd E@LLilra'1
ot^a tradas' ad dl ih! sde r;D. .d di.ntganl rDv go.ls
of otho ttadas. Th &rutpr ry' a s,6m/as
ftm dre goo,Js
. L , l u o) b * n t h , r r . . i r o . , - r' . / , , ' l L ' e r " e . ' ,ine ad is &l'@llt benrsl,ooiere,J.and broatlenalu tine
goesb. So h tlle bes'nnins/d etufltb, d n.uLetuk {'LLI
ju5tbe lsed.as ar ideftifia. Noo.da)s, tor .{mpl., a
b onenotttc(nbe usel, fat e\tuntle d a le,ari app.aranL?.
ar r,repdrdtu, asfic inag,.,crc ry'agcnoalco,4rny. So
'Jr .urrr har dd'dur- ban crolline and sroorrs {d).
o1 stezulily
aad/zrt oro t/1"fo:t ,lMn s.
Tfu vcorl qaernn is rv/,r-tuetnor..r rtudcn@lsr'a1d
ora haz I urrld lrle ar Jrz{ }.r'drrd)rior r. dreId.r .
txl b tu rctiul nLLuul( L,ehtnLI
theb.LtcL\n dtuI,ul
.hc v,re fi,,€, I {,LLL hLt b knLuhd ft() ,Lri'r fonxs
lF". TAelnsr.k 6 un!,Ios sJrilcrr seroloru is rhe
irtornarion. So ,E r.aror elL) tle lro..d t/ale,nari6 ir
l,erzrse drel are srpposedro Le .Mias of hdattudtianthat
tcll tle comia,o rdere r goortscone fron onrl at tlre
satu tin., ,q 1.a$,r rle..Nrno Ilnr rl,esoo.isrlel
.r. l,ring, le or rjf ir i,alin.q, co1n.fro^ tl( \a1ne
ad*rthl1, /ron rhevoe o,sd d,J ls d ru$atrt qr(l,ry .
\.
r . , l u . ' q . . , . o . . , r' a t , . \ a rd ' . , r : , .
linn at uhaha o l){' rlow soodsar crrolf of a good
4,alir), tu.tdlirr I expe.r, I carj6',s. titclladenarL,
and aluls .{j)c.r rtu nne rlidlnr utA co{Jcarc. So
.Id. is rh! turioful€ d dc tuin pdt.tion ft" rtuLana:,|'s.
FnralJr-,rh,r Fnrr br'nesne ro n1 sccoal, to m1 t/rrJ
l,"inl. {uAi.l a ... i a'x] ,xs lrrn{r ne ro n) ,nid td,rr.
atul lz'r' t dnl, eA,fh ir, lb,u ue borect :fulcndLs, a1i trt
,1s pon l uonL l*€ !o drLw yfi anetnon Lo tu lact
ttnt tioe r a ro 1-hrrc and, ar tu sanet'fre, ler inportu
'.on aion.We]},ted
1, ildpb in daierwk ku d1i.l n
radetutrlis to rlreer.enr *d .ho. 6 .ui.riof . wld' sorr
ot.Dn aion?li's oaMa.o?y'lrion, a,rl .AaIs ... rot
oall rlreoasm+ a onfraed o to de orgo of the goods
bxt alsa,if the ca$una A confusol,6 ta tlB fact thrt dv
goodsm1 be affilaten ot aall 6e odo*d or spomoed
49
So lhr tiird lDinr l,inryt. ro ,re erll ofD) presenrarion
To !.ntr'arir., *" r€ loolcd.r &im . badotu'l 6 4nJ nJ
eL ulrJ @. tuatccL6dj1'en.tks
dcli rian. \Xlew Laoked
oiLh then, a'l Lhnlll.)ue ae
..itdne.t
aill e,r) &! arc
laokd athav & lrtect.hen. So, I iop. a'd I ft$t lJut
thn J6 gtren )o" d 'eali) good inslht into alat nane ok
-fhatL
LLuis atu1th't it nEh be ^otL!|''ptoroL';{o 1u
'oegol anl qks.ioa,
yoa ro1 nral /o listen;rganl f ]o"
f,bd'e feetfree to 6k.
r Tralemark l:rv has nerer b€encon emeCwith the
psrchologicalfunctionsof a traJcmark
2 Thc-v would furd it a faEreachingsiatehcnr and
soul.l Nonder$'har hc sas ralking about.
':1 z.oI co""
The t".nedian of Eadatutk ktu he\ been ftc.nt4 dntrqd.d
ol
to be rAe proreciion .y' tire ps)cJtolog.al t'ndnnr
Lla@l
i?! ,1'5 tr.rentdtian abalt haien
tdd.,,a,ls.
la{
@!tl IilE t. siae rax tu arateu ol uhat nal'etu
Step2 Connectwithyouraudience
Techniques:Combining'jumpstart'techniques
1 Jumpstart
lntroduction
o""
e d:|2.0+
1 Mect the People
2 W FM
3 Enrolmchtquestiohs
5 Shockingshremento. stanlingstatisric
6 Expeft rcstihony or histoiicalevidchce
7 Questionand answer
1 a
2 c
3 e
4 b
5 d
6 e a n d s? f
Techniques: WllFl\4
Techniques : Quotations
c ,:12.ors"itl.""
H; eroyor. Tla& ya lor comingro ,a senier roda)
Tile e,,itud bdal i5 z$o rh. iilt.p.nJen, boolr,Dp. So
1 ua{Ll liLc to stdtt wirh t ' Jolt 1'1o{ ' a 4Eslin. Do
)od lnoo loe na") nrl4,.ndent booJAi.pstr Brr/rid id
closedin Lirelzv f,oe nonrAsrAtr)on€l (ten, Jilteen)
Tlva's a godilaanl,a. h\ aroand J5 TJuls ccodiae ro
m) r'arisdcd I Jtepr
troD 'hc tospa|os a lot haor
rJrcprr}lnlilg so{fes. So, whdt hap,endl
tile $rcts,
!|]tr Jo lukhotx, )o! l,oo, /tcepcLsins loM d Jzs
soa a1@) tu bAirussr . . Toiq , I'n !pn[ to e+]be on
:i:".:.t;zt ^"
Our DNA r or l,oohry' lfe. lr .onriaiturb eebiliion leder '
Tiat's thrr brlliot letros rtut defin uho *e orc' B*, ,la
ro
r-oa rallr kaou ioru rJralsldel !/ell, .oda) /'n eon{
GaD,l.ahanoonltuliesat scntlenen l' delishtalb be
lde a'rtr ]oz ror.). Mr tume S'i'lzmdad ttu gdd ot
ftt tscsnllltion ii fo b'ntq I att tq LoLtte wtth thecbent
politicalsnadtor n, l.thralnc.As a /anou c;r'nan
'Madn^, r,..o
t. oJo'.
r,r,lo.+t* l'. 1.,hNet
n ndi,idal, 6d t! sorfs, folni.li lrar.ies,,ati.ns, n s
thetub' d1t1tltut s apffiortl:t uhat l4)pe1vt in I lktuine
drrts fie O'drrgeRe'ol ioi in Dcenba 2AA4, ldnurr
2005. Talzl I n eo4 ro rell lot {uhr tlij tolic slzlr,edro
Techniques: shocking slatement or statistic
E a:'r1.02 Cesrr
R,shr, tuo tjl|{ pxlrlain a bitt Tltulentdlt lnu tus Mud
Do
&'€d al,olf .,8 J,D.AolosicaL
lntutioL: al bruletuk
ha
alu)s
I
lau
I
ner
I'laltmti
hroo
olut
1ot
d
iddnit'icdtior
ol
of
Lo
the
heen concerned
tuatedion
t's
.
becaac
nP
sttls/ar'on
nar il t nark sir.s
I'r\Ld
as,.d.ed onh kt frodeL .r bcesse it's 6sacidted.uiLlr
I,1rr:Jrael
Jodar, Io eramlL onen lt selL i6 hd;ra\. ir's
dut So.tutr4,eD,'eD
rc,- b*" concon"d
"b.rt
tolenuk Lrqos uho tnlo.tanL lrt oe eq if,pdtent,
vu1, yr knou. fat-reachngrk..nenr' Do )o! kno@
't c%\e rh. we inlet,
||hat 1nea11! Ma)be ir J,€v
yot krcw, yr na1 rct be erletts, hlt if a 14u'J.t uu
lisrenins.o ne, d tuAenttk klqa, /re oonD sa1 lre's
ulkitgr&bish o ... uhal s he or about . t
by Dan and ZhanireE,
The otherthteetechniquesused
I Ruilding r.ppon with thc audiencc,Thlts d .qo,J
2 AnaLosy:O,r DNA is o,r 1,,o1of l,te
3 Repetition:h con.ai ruee I'illior Lrds Ti@^ rhrce
Note, Dan shouldhavc sid,
Do rot lrow i1oo mnr ;ndeled.nr bootriolrs in tsriLrin
haoedosedl (not Do ror inu hau nan'J intepen'J.nL
[email protected] in tsrihnr lzs clrsedi)
i'n eoing.o .iplde Aeseroplcs.(n.i 1'"i goineio e$be
Gramman Future continuous
Noulzr'snoveon to rtu acx.ndes.Ti. trr' roD,tu trn
paifrt wdtl like to ftaLe k the fost tuo pai:| h6e. Is the,
:1o1tknow the CDP pet capira okd LheareraE? sat.u:r
noltlb. Ewn ri,"gA dE iftnbry 6 nor qlire m/,csrt,e.
.onpeing to otha Ewopan coe"rps, I fud 'iar ir s d
eaodtu*et. Iholt look ar !4. otb .M, loinls, I tjj.e
"aj
ta L,ninta$ n s the tuxlins h4bns, and the Intqnet, Jor
lrcg, i6inss haln. I kihl< rhis M.Le\ if .:tat looL
ftan1
.\is pofl of aieu, rhistuker 's r.4th ,ur,." . . ,Mrde ,n
bns al hc, lau knou, if .Jouuant b lut so1n.rhiryrcu
nr oecaacfie) gor k.[Mlo8]rs, rAe)'rcgor, lotr L,oe,
ttte:) eot Loi.t'othe lit\athe, ft J'red.) Loetrs ,ar Arclr
conldrihs Lo,1or hroo, rJrei neishL,anatu).6$, .jo!
k11ou,aLlw ehlttics rr rl-, oorid. Sd / /tilr,< r's ra
)
ler.Jeao.ihuket in tdns of rha.. A'!j !t^ ij rte, rotr
inov, rl1!itnd ote&'omr tu.ie ... o,aua,, ro r! nerr
sllo I ell go i,ro derrl ,r 4 little btt into booknwk t.
2 li belookins
B I 'lLbeFcscnting
3'd like
2 Finish with a bang
A t A bang can create anticifarionanJ expecrarion,
havean clemenrof surprise,
bc dnnaric, adJress
rhe sehscs
(visa], hearing).be huhoufous,inlolvc rhe audicnccaDd
bc di1{erent.It shouldbc grvenwnh po{er aml convrcnon
-, h | .,
- l. ',iio,,.
11,,)r:,ro
" dl-r-r
and intensh' the hcsage.
a
i:.12.06 s,itlaho
To emnw$., I Ll&iefl.J ttlkc yt ttuolgh rhc naia thtee
fornlso/ n) lrese a,ior lort,we Folsbs. Fi8rb,,td4,n
th( ,4t oJ JoLl am4
n aroid msLdkcsit tv t'uune.
s6o'db, )or ger tultuLjd!f,eht In, sot)etu1\. Al,l
rhdlb, nor rro)rt1g rA.'r s[iner 'r eold ohi.i.rn /,.
ntertueetl @s be neful unh what yr'r
totl b1
l5oliiciaA' 6e.a,s. .Ac @'Js ahd ttads are often LI{kEnt
I
Svrtlahausesrhr.c Ukninian fahjliar sav,ngsor
f@verbsand irnks rhch ro her umman. Src,,
f.miliar sayi.ssare alsocalled aphoisns Thc useof
ihe te.hnigue is iel.laht. Svrriah!s .udiencc is rlre
Oxfoii Ukrainian Socieq anLlthere s ven
|o$ibilitJ th^r |hc audiencevill know thc proverbs.
They are reLevantto the subjcc and final hesag€
Nevcnheless,thc translationof tbe thitd proverb
shouldbc all rhar g11ff.6is nor goU.
2 Fler ps$on for rhc subjed is obvrous.
B ,a'z.o?zhan
Ill s t$t tluik abolr vhot @'@ talkln ab.uL Lota\. j'@
, .d-..i-' ,'v \ -"-t.t,4,t"d4h
b,;..,,t
bl,cJ.s o/ dtr lioer So, nou, tnlies anl geni!et,-,, .|ou
i.rou to!! od DNA, dd baakoJ tile , oth.thu bi ion
buds - AefinT !:to $e be.
1 MetaphoranJ analos. Thc rechniqueis relelanr
rnd dre'balg wasa mircr ofhis jump sun'.
2 Yes,hc saidrire sane thins in rhee diffetcnrw,rs
(DN A, oM badt af Lfe, an tlwe kllbn ],ttal,.
Delivery: Verbal garbage
B n* 2.08 Dan
Ilt's hotc an to tha lirn, lor Jrnoo, sltles. ft s alora the
.ornrry. A5 ro& dn re, ir n rfiebiggejrcndrD ,t rle
$otV, e, dnd the pbpulaLionc h4e, rhicJr nan rr a
l €ennker,it'5dlitse... haspotentiultobe,"Jauktuw,
to d ate a hqla l ket tl@(a1A ... b't t ta( bok.tos.b
ar Ju ,ohid .,rl Ae eondmic sit4tion, {e lnl that thts
.o!rlr] ir roi /.dil) srarla. )aL k1@a, camtdnv b otha
t-(of{n
Br. I int ont nef rti.tcs, lo! gill
".anr,er.
seerhur sone raorcdtrails or lu book narket ttsctflhrh is
4p!@ qd. diffdr ha uhart i6t sp.ak.
2 k's very dis|fa.tiDg.Soherimes.ni the oh]rl thiDg
y o u h e a r a n d m a k e s D a n ' s h c s s a s ed i i l i c u h r o
I Ten
B
.:o z.og 1".
lds, letr n.l r., rle t a. rop'.J.?E olad sndror.
\Yh.J 1 {auU lile to nenrion lvrc is tltuL rhae ue Lrh , tiro
poin,r iAdr r ftu ,t, that is the siln bn hat n sn1at.
inttetendan haak\lbpsdtc fl.i,rs irx0. T]t irr ore a .he
eltjturL one, .nrl tlt athd onc n c n enul one. Lets
stl1n uih the ,1lmal on.. i5 rhe bhrtc$ fs.y ij of r[c
, 1 d " p Ia, r ' , o a lt . t t t , 1 , L u h . ! . , , , . ) . . , , r . .
i.r. rr,.. r"
i
, u r . J p p . , n , lr , r r . r .. , o
",.
rhafs oi,) i/ car'. .o,nperpro Lle ntlttple c\ains or ne,
)otr tnoe, ,he rck iias, li/re o ,* ail trorr rt Errgtandis
tle lW i.Sn'rl or /nr lilll o/ din8, r e,r'r .o?npere.\Xrr) i
B..a6e .. or l rie sr.cl, jrlt../t n !at, inlor.allf i,i .,\!
book narket, b.@6e it s snall Loolc/ropscaa r ."npere,
)or trco, @nfi,re le4nig Lhe!a.k .,! book, ,\au kno@,
oqatd
Lo Lheb{4d retaiten, so r/uCs dr one proorc:n,
utl the e\ta.Mt ane is tlat tlE hanEsr irrj/, ro" Jt,oe, ,r
rJ] Ia!e. T[..lnperrion 6lsl l,au6e ottu ... r/le
ntttirl fttaikas tuho,ulb hM nde ro.Nt ta Ms.t Lteof
th! tnie af the baakd th. ,,blalh
ru,D sri[, ).r t&&,
l e 2 . . n , . . " r vr
,.t,rpd:..,,.. /rrr sa.,
Itrcal b] trp 'turler rJ.f. So. ir I ditur'ns tog rAis.).!
knou, sanc of the [email protected]" s&dtl booKv,up,r
conrnrdis .o srolu. Btt AaL haptenroo, yor tnoo so
that'stuhatI like ta L,oinLout a r,]ara,en ,u€n ,,e ,r.n],
nar) slrt,s JdJ.%sJ, /t4e aL ni? na. sha!)sthat al,en
4 in fin ... rirE so u l lile rD eafloean thata bit, blr
2 To a snall cxr.Dr he did, but hc s.ll needeJto
work on hs vcrbalsarbagc_
Even rhough Dah hcime
consciolsot his verbalgarbacehe could not errmrnaie
it du.ing rhe fi6r lracrice ifrer (aring rhe rdrgf
A w a r e D e s si \ a t L 6 r s t c t i n . o r r c c r i n g e r f o r s a n d
elimLnatingverl.al ga$:ge takesa lot of practiceand
Delivery: Final consonant
D 19:2.10svitlana
... tl@t beinr nice to athd 1?eapb,shou'q to\i@tc., @1
help.thd peapb to intaoee.
Ar4 to conclde, I wultl hke to ie@'c)o, eirlL tlis
^ousht: that beins ni.e ta atha Ddple, shouiig taLamce
canrcat\ haP sonePeoPbro inYore .
3 It compietely changcd part of hcr message
4 Shc pausedslishth betweenshowingand tolemnce
and prcnounccdboth wods cleady.
3 Full presentation
.9i 2.1I Ccsdr
Ri&ht.The l,otectian ol sademk law k bun rccettl2
@naJle,lto be rhel\at ctio of tl! ps'rclblosi@L
f{Etias
ry' rradearods.In thtsYesena on abo&t noietutk l4u I
*ould. like to gire yu at ovtvieu of wlat runenn< nu
isab.ti, eA) ir's inl,oirant, atu1lo\. @elnoted tunetuoks
. n , 4 e n . r L r p l a eI " . l r . r ' ' , , r , A L l l p , r g a a .
wlvt is a ntletuuk anl hotu the @ne|t al d nallewk
luLsevobedoua the cotuseof tine. I/l) @ drntL, dx1 fi.
iau conced*, ttadcnark lau to hc importdnt, an/l
Ltalenatksin prn lrb , s\ th. l,atedian islundanentat
fd the lwtridrihs ant Lhesnooth rnnniq af thg natkcL
Antr litull!, 1'Il be ],\'kins dt lou, ^ the tuuket l,\ue,
na,l.ctunks6e tuatIt1etLhJcab1j dnrLb:t theIrlees So t2t
netnnta nt! fustpoihr.W4unnatulewk!' isIqtestion
twt all ltrtitionss and aLllaorar almrs al thensebes
befde tu|i'ns b rheqEstion af inftinsenent Inhi\:ene,t
paint, Mu,I'lLbe
is a tdin! i @illl,e aA'?srih! in thc LTMLI
conint!to tlwt latd on. At this ionx, l4 ne ilar sa) l/dl a
.rddetu* A atrl s,s,r dtr tu) fnctm c at dzttifu ol
Jre or3iu ofgoodsad as oell6 sofresol' otdndnsrishg
ndL uill tell thedilldote betwet sone eoodsfton otha
saads.Thdt ^ thediin of ene soadsfion a1Etrada fon
aroth* ttatq. To iLl^i{t n'J bohn I MuA hLe Loziae
ror dn esntla o/ N'Le: a a @d, Nike 4s d sisn, 'r'n
Nilc a a slogan.All thcserl"ze fms ol a nd.enuk a"
tuotectedin liffaent @J dnd ift aiffaelt 6tent btt the)
ue all rccosnisal$ tle Lw. -soar dtr po'n' i @!d hl@'o
sot l"* * s abut -h.t x not dtlatletutk ehl' sholll
"
The first
not be caldA.t uith a conczptof a radewL
. n , ' | . o r ) n p h t . 1 h "" p @ n t) n ^ t h P c o r . e n t J p ' v .
arll rhe thtul aneis rh. conceptol d Llai{ . E@h af th6e
/iglr,r A ntlep.nleflt itr irs oon ris,l. arl sho d be
diningdsAed
ton the rst. Tie /i^r one, .ol)ri8At, 6 a
t 'tht .uel t" .atage nt ^d llr+aaue ant tu yonution
ol baaks,ahd f@ thx ptticulu orc we've got a dtlfuettt
r€sr&lL,cl is ,ui [email protected] be tuatectetlsholtd
be disinal, iL sh.!U haaesoned\tiai4. F@d tutent to
be ,totedcn, ue sharld.be looJ.tng.t @Jttld d nor ,B
', ry l0 b.Iror.ded is or ha ben in'e cJ dnl a tu1,. 50
ar f, s lotu yor dn jee lldl Ihde is abisdrll1dte beteeen
'I'@eot a callti€hr" d sd)tK T,egor a patenC
eling
This n an nle ion, t/t6 is a dearior. Tiir s tulr, drd
ttn cdt|] be ]dkenfro ah4/l] e{istiry.Lnota in tu.!r.
Aad rlrc rlrd orr, oJricllsmetines a,aL.+s uth tlE atl4
&
be sonethilgIhat ;s dre
nglrrsr a d*rgr. A riesrgn
ortsite arranance ofa SnotlaL,lar ennpt .' Iptrtlttu
d/@oi,\q,in fic 6e of dE /a ion thlJ6,0, I@ e{ample.
So, enorgJralt* t/re delrnnion bf d tradelnatk 4n1 th.
diffenre hetweend trade^",k and otlw mt Llecttu
Noo lels now on ro rufuli)w l,Ia?n t1&le@l6 in the
na,l.t J,la.e.At th6 loinr, I uouA kc to drdu lort
attenLionb th. frct that ttdletult Ia@is Minb bn@tu1
dih th. tuotlrion 4 ,Bunas a l th. infmiatian that
.dhvrmers set in the flatket tlace olen thel nake
J,i1r.lrasi,gdectrions. Otisiulb, and I'm tdlkins &alt
satg bd& in tine .baut a centtrJ ago, 1aienek L1{
uo l altals be concantd oitlr tlg ytotecrim of tle 6ryn
of rhe goodsuher thel reuhei the coruLna. In'Jicrly,
Ltaddnok lau aLsoprorcctal the olas thnt Ptt the sa.ds
ar tlv n?,.et, dnt theMin 1,.kcn6 M, iJhe ca6lntd
t nat @j1unb tunbt , ti.sht,nEn dE tuna shr[A ffi be
siaenan extJansht.Aad tlg Penbtplz af )@s, 1'otectbn
has bun noreA fron tlE nan cornetsbtu, lthich n
consunas, to ''adei, ld *at is o 'iifqcnt point uhrn t
ma] beall*esing in a frin 2. No@,i5I'ings rnedoor ro
n) ftrl po,1r, lo,lic,l is tfring€ment. Jd za tu.u$,i,a'
tas heen tha conosLot of nad.n@k fnreclia^, so ha\
co1d16ian,on the t'@t al *,e coumo, has atuls beer
reg.artletlu a corrertone of Protectian. The qtestion
is .o',rded is '.b!4,. to
rAe cor"-.r
offrertu' "ot
eherld at tur !a!'ae !91 d icht a rax lL$e a cb:h,l
aaainsLamrh6 lrada. Lk{ead, the poilt ai .onl16on.
the etznenLol canfdian hd' beenal:o ext'anttalor* tlte
cotre o/ 1ea,s, and naw we qe sat Llillaent sott' .l
confusior. The nore reletottt, to, exanple is origttr
canfusion,lntl then afl iarian can sion, dnt the\
sforoorslit coif"sion. ThaCs is not onll A. coN,nc'
rlrialrs rlrar rie goodsconc /ren @aths tun4Ic na @
the sane tun1tfrct1uet, b aka if the enstuner thiiLs
that th. tunrfadwa 1A e ddsql... a atu @ natut is
afliliatet uith thosesmtls on ufti.i rlE ud! aptea6. So,
ta suntutie tlE tlsu ponttst hae ntxle, ld ,!e iL{ 5a)
r r a q e t e t o o t . da t L l c . o c e y , | " n a ' J " a , r tc r J v ' ,
tttmpted to dillddii4te it fron athd intellecttul prop11)
tghts. Ttut we lookedat ufi ue are corcetnetl tuLth
p o n . ru , L t c l a t I o ' " '
t t a d t r , r L \ o n no r '
eLne*s olriclrarzcommss arlinldtutioi. Anl ltuI\^
on th! q@stiair6 to lnu oe FaLea mdent@ks, se le
Iookei at the turin paint, ellich 's iniirgen.',r ai rh.
.mstore
of inrring.nent 6 co,y'asion
Sa I bb\e that lhisaldqieu af bd!Lnwk bu lu\ $cn :Jou
a 'ery inForra i6igh ituo th. ltote.lio1lal ntlenaks
and.tlnt nicht act@14 ercik ]ot a&l 1.t m{Ar iar.
lor oerl rurfr
foad ir d bit t]e1tEhr.p"o,a/r;r3.Tia
qtest@ns,da
plaase,
anJ
if
lsae
Jou
td lnrtnins, and,
Step 3 Use visualsto connect
1 Visualaids
hteraction with visual aids: Number of stides
A ':-1o.or zh""
Tola.J, I'!n Eoin&to talL b tot dbo srndltins szteuc
dak. h is a !o) inpand aspectoJ whdt @edo ,n
nadEnad.ar setudLr. lts dncntb not Llaneea.J uett.
Brr rodal i'n go,ns b nlrrodrct to yt a aew netnaa
Aedopen b^1ab sde Lhich 6 a srgn!4catufti,o,m€i,
ta the Mertlr aadil^ble nethods of simulat B seneoc
datd. Mr nane's Zlran S!. I'n a PhD nunen at he
U1tifes,.! o/ OVdd, aal ,rJ Incsentatianwill be about
liae ninutes, Jtle to ten ninx|.s ani I n happr ta dke
dn] q1€sliolr 4r rhr ad.
So, /i/sr o/ ali, r[6 is u]Lrr l'tu eajnsto talk ro .J@ oho .
I'n soiitt b {L,e lor d bi.f ovaqiew' of sencticdata,
&hal is ir, oh) @ @rt ro Jnu)tte n thd uhy n simtL1Lion
sa .LillidLLt.]n dte seconltqt of nJ yesentatian,I aiu
blk ta .\oL $au thec!fran n"rDdj o/ s'nrlar'ng sdrcric
data, 6d tlve s L-^anain n fiods rl&r hn soins io @,&
dboLt altl tl.l bathltua. atuoblen andsa ii th. finat pdr
of ar1 taL(,lilrgoirlqro arlt, reILyt aborr o* neLnm,
rJric/rsobesrAisprobltar,and l'm son{ .d sAoo)o! so,,c
ryrls r/tnl' ddnoarrdrc ,ub I sol'er ,is lzobl?,n.
So |lnr o/.ll ue'1"3omg'o ratk.boa e.netictLtlt1.OK,
e uhdr n sEneri..lakrr O1r DNA co"sisrso/ /r,.e bilt,on
l.ftdr A, T, C arul c5. tsnt, dr anr r@ticltLr sre, d
tdsan en har. dr nosL.1uaryp?r -Sorha. mea {oed,t
onJ.6e r,hisrldra,jimtli,6 da darr, ro @sningo, rdo
and opj So tuo i,,rkad of tdtkinr. al)on thrce billian
t ttas, ue ae talkny abon tlvk billialr nhbds dtut ed1
otreoJhosatui ro5 aaido o aoM.So...geneticLl4to
In ds.&. 's a sbnr! o/ to, and ons. Soltde isan .{an}le.
S,4,fos 4e lzr ,eo s.rr .y' seneticdatL. The fnsr setore
.avr, io /or rxantle, tha\. ue s.netic ddtd al tanents
sha hare ob6it:J, anl v se@hdsetde cd$.a\, so aa r.
s?ncticd4 t lrc,t p.aple tuhodo€snor tra,e obesir), drd
nathondL\-al tend'i.ix vill tLar abanta si|,qtianMde
)o4 !. $,prlln! /ii.cLhb So,6ror&r$e,
rie cdreJau
.at:J 0)L tlpe ol a fattictlar g.ne, ie contols ."-1
anathd tJpe aJ rhis!:ene, so the sene.alohetl. n rcd in
esr.n.! .od{ bc a obe$rr.arrirB sene.
Jo, ulry @rld {@ @nr ro s,frdrr" gener'.lar.r l];ell,
.d? b in .hchd?n'e n 14 fieli, tturc is alot ol nethod,s
l,ai,rr p!6li5iEd .hdr clzrinj ro he bcti$ dt butins disuse
g.n.s Ar11,re {@l ).x d?'nons.rdre1!i) ir n l,cue A
)or
drph itb adnta rt. YaL shD1"
rhat.Jowthedidcd.
answa
ir leD .Lr ro Lh. d.rkrl redLdne"*. Iloloeret, utoe
a1oi. ,nt 1n(ry &Lr re,i o{r thde dnt )oL cai att[l.J t
t a t t \ n L J . t r . t, J \ . I I t . . , u h n1. - r J o 1 L a ,
in thesedzkr seA. thzn yu dott't rea .7 rced ro lclelol
h?s r,.rho,lsr.,de,e..rhc1n.Sofi. ur a,o!d rhisA )or
Ea@are. . . snn ierL*neric hh, \a! dp!]J p1a 1ftettut1
and .jat .amt oe dE ratLnsuo uth the ptetictertauu*
So fhals @,1)ee ffid ro smrlate .. genetic,lata.t:rt r s
" o r a i r . r r f u rr . n y b .a . n - r \ r a . d e t o e . e t J . . n t
tdhdon ryos and oM , beauseou gerericd^ta n a ba&rt
oJ ttunnnls o! gewaaoas, billion oJ tefrs af eaoLniolr.
Sa a1a seEtx data is not rdndon.
Tlse is a.ne\1rn 1 s.rrcrue in thae thn uc rcetlro
sintlatc in ob situuL1ti.)nhaploraJtesorhauise arr lata
r€rs,olr sin,larel danl s.rs uil be {nreatisr.. So . . . ,tu. r
abarL uhat is geneti.lata, druI tufu ue wnt to sindate
seneri tlrta ahd sby it's .halL\rtn4 to da e . Natu w Lot
tanr.p.to took at son. of th. nethorl.sthar Ne .tnentlj
heiry daneto sihLkte ga:'1icdata. .So,rltae,s !@ he,n@
thar l'fr soinsto tulk abau,. TlE 16r oB is,o s'npb
sinula'! a satp al hdi'idtuLs on tu @nputd
ld, vr, a
thol6dnd gdaations. Yo! go ritrough. .so@h ge@atioh,
th..Jp6s on fi.i geneticdatdro theiext gematid, rlE",s
mutubn, thhe's ki,i. af nisarion, ,ide\ vt€crio,, iin,ss
goinga1t. AtuJ.afta d thobaf,l rp@atial,,
lou geL)-aut
tuesentLlal:Jseneticdata thdt Jo! je bakindd. Tnis is
q(ire tuush, canpLLdtianalll becauseby sintlt""a u
to@nd se6atiars utL Lhaends of iniiaiddk, .tut s
gal€ b tula a Lt al .onfminr. lowa. TIE se@tutntcthad
|'n sainsb tulI about is . . . dv secofulnethotLtlat $ .truc
loput4r ar he lnahent is ta essenrlrl)sinal4re} Irdr@rds
n Line usinsdn aptuanu]jon nodel ettel the.@bsun .
Yor don't rcaLl1 red to lttou too nucL abont the
.oa/ej.etrr nodel, \ot jurl ne.d ta Lhinkof it as oh
appronuton thraugl,Lhecwh,bn I,o.as. Borlloltuv
nettals 6e qtxe dlr\ ued, hut theybofi stt'fo front a
6nnan ltabt2in, tnd tha. is that)o! neetlb slecifr 6tah1
t uuneta\ bef@ehnn,nb rhci','odeL. Sor,haelu,aneras
ure, ld. emln!L, abdn pota/drionelenls.So tu Dtct
Ptaslk {ited out dbout a rl&d of th! Ftqopen toptL.|:ion.
That h6 d h€e efld on th. notan da, seneti.datathd
ra sce. Sa tluLtsot ol thinsneetstobe speciliati^to th\e
Irocr$er. T[a. drc odrd fatunetas s6h 6 m11'ation,
set4non, nisatbn. AU aJ t/tev !,hiltgsreet b be spedr€d
intl dte tuonels,nto rhc nethdLs.The babtan is, thde is
no de[rlinae vdLes, @ tlon't rully l<nou tuhzt thc righL
raiks ld rrs la anelds slalT be. We &n:tive it a sood
sass, bd t @ gkss qory, aM d^ta se6th4t @esinu@te
ull be rtr ahta. So flt6 rs'bt a ad! g.at stw.i6 at the
So toda], u/at I n soiru ro do, b ta irtrcd@ to ruu u
1Ee nethaA that ue d.e'elapcd,ttuc is, uhat @e rhink, is
tuth more rcalttic l}.an the.Lnent ... ncthads lol
' t n ! L t , N r u t , t a b \ 4 1 r h ,M ) L . . , , n o J ,
r,..o
Io laak at 1al life.seEti..lata, th.seNe aadibble,atul
th, " ha\. tt t .an,l,t: . .D1.,,, ,hrrq ft. trns ,^
riinrrdre. W. ar€ looL,nsaL real life sen:.i. dan, dnd
ue rc laokihsdl die srnrcr,rrcst/oz aarl &e are usirg rixr
b silntbte ... geneticd4t t. So, oe're go'ry ro !! a ke
alLi Sk,e,s M.lel. Tl"re r@ peojlL inttodt"t in 2003
q , / , I I o , . . n r r r l . - . r . r r a o ,l t , " r . h t a h n t t h " t .
"
r
sdrili! ^ tdr Sieen)oz oe seeaKgenetic,KcAronor",o,
1or ut gaunrtc a Eu clnomo:one byjrc arliag a mosarc
h .e n .t''. ao."n,. . ro l"r qp lr r
.rcao,a.rare @[email protected] ntaft. Ller's hot w gendate a1a
h.rptatjres to d.enansnateulu' I h&n. .S,plos K €q@a
four, tu hae are foh rhn,nosons rhatue ke h relt ttt'e,
so fin n realirtc 6 lo! ger. 'th4 containthe tDeLaton
r'l,crrfA l/11 ue d/e rDing ro ..1r).
V/e @ sintLte od fifth sdeti. data l, list ILbLinsat,
jat cobhYJtufr
i6t sind1rins at @t sitednl thl @ ue
w deculeue
so
hqe
...
dvonosme,
so
th€ ta&io6b
d blw tuet,
sa
tl,ae's
oM
nutubd
ep^)
,
1r
Ne eaine
frofl
t
n
t
.
o
p
'
l n Lr r c t '
@
r
c
f
i
o
a
'
L
ond
e , ; n z t oP l o s t ,
,lau. 1,on th" yr .htmo "n, blt bc at"e "lth" n ^
ar sone poi {,e'f€ soirs ro s@l @hde uc'r€ so'ng Io
co6 frcn, so hne, what ee' 'e gonrsto do is uc'r€ 8o'nero
dccide,aK, ue're soi\t to copl /ton rhetArd rhronorcne'
Thae w go. At'n @ un do tle vne on thebft So *''*
copling fron tfr" seoil cbo natuhe arl w kee, af doins
i, dnl rhae ue Eo, ths.'s ow ft4 dvanosane that w'u'
illsl sim"Lta:i. Anl of au*e ue dn this sto.l6,icdlb so
lotsof diflq..t conbimtiots de posible,so hae s avtha
conbimtior thtn we coul'l see anLl ue lusr cani an
genqarnlgn@e anl nde genett dala rhis lnt
So, l'd soi4 ro sho@)d somer4ults il6t to denaLsttdle
u$ ao netlwls s noe mli'tic 16 thde of rat at@atu
ldflilitu ilith rccanr']di'4, aLLhebo om 1 @ g!4 !o\L d
Lnow
I vudat
|'abh that sratestaombmatiot tatc
J'it n
The
tol
tiat.
rgnde
onaJthirydba t rcMbitotion,
'n@ll)
tuti{
$s.nil?l]l
Cnelarion
d .treldrid mahi\encapttres fu corziation Structtse in por ntian itta
if
thnLM'rc t|Jinata sifrulrtz OK, vt don't neet to
rur'i'ts'
alod.nelation
an2thing
yr don't ral krcw
do,.'t uon about that, 1ut rennbd that pdLrdn That
paltdn ii ohat @edt tling ro ledaie So hde s thc jirst
t e '/ A'th,boron tr""e
v n u l a r e dJ " r a r x - r q
tdaes.ed, is .fu{qure srrtisri.s. !fe'v€ 8€rdzald a ,Jn'irv
geneuhoe the bhc lire is Don't unn too nrch Aatt
tlat il th4t canf$es ror' The Min t4l@-ho''enesase on
k is fre rry
this sl,le is to laalaar thar @eldron M''ix
OKr So
to
'ecledk
tryins
ue
a'e
nuch thewc c ttv one
sim
ated x
ue
haee
dr'd
data,
this ^ out simtlat.d
data
YL
situlated
Mtha
f6 tlrareof
r@I^ti@tl]t. Hae's
irqded
Ne'ae
th.
bottotu,
.
at
\aL @ho@. il:|,aestel
'rou
hisll
chi'sMe
sa
disAe
;h" et'fect the
set
s."e,
"f
stalistics ar the lronon. Dofl't tuatry nbott that il )ot
d.n't &ndastand.LhDr'Th. Min thng is dt fie 1of ee still
seethisfieLxion sttl!&re, so otd dota setsne rulistit
So t]lat .!n€s lo itu end of n\ tuesentdtion.I'n{ s iL5r
\X41aL
@ sdid
thitk aborj ddt w' ee j{st satu ttuotsh
done
lol
i!
s
rc.
is
'mldtdnt
g€n€ric
dda
n, 5nn atiry
d
nodrl
inl1oducel
hd@
bnt
w
mondt,
wtl at the
iN
uhii, daesitbetta. Hoa do @edairben1t WelL wLse
rolfua.\o n.,ntdaLa u treh)irgrorrrhre rr\;nc
to @p'J,we Ae We Lse rh. redl tlam @l @ tat'? into
@unt Ih. cneLttion s|f1dtwesthat 8e ptesenLthae to
sinttate tu@ senetic,lAtaA .f"allt, ow natn is fut, so
)au @n ee@ate u6t atuMts olla&. -so 't@tulaiot.
ulst uc'le AaN is w'uet aivxal d reu methon' a ftu
nethod th.' genmtesnoe runi ic [email protected]' rn'l w
believe this nerho,l uill be oetJ ercesslul in thPlnhe
'fhatJ<yu
w1 nuA lo listanins,anl tuu I'lI lake au
.lzstion ra( frisht hd,e.
I Sevenrcen(thG excludcsdil{ercnt venions of the
2 Sevcnreenslidesin cleven ninutes are probablv
t6 na.y- The audiences artention was duwn to the
derailedihformationon the siidesratherthan to Zhan
3 Sugllcstio.s
S,mlladng Haploryper- oiat keep heantnT \nd tenore
V/hat is getutic dotd!
Flrhd N r) do @ rfunte P tuIi dotl: a W1""
sintlttiry seneticdnta chalbnEtngl
Prbiens uth cmz* metluls
ral eetutic data
Sinulatnsfto
In any case,manyofthe slidesneedtobe simplifieds
thar the audiencecan take in rhe mcssageSNh det'iled
infomation can bc given be in a handout afrer the
B Sqgestiohs
I Prcbablyreadins
2 Sorneptesentcnthinkthat if6ev put cnoughdetail
on sLidcs,they can read and rhis wili help their English
They achieve exactly the opposite effccr.
3 Too much dctailed infomation mcans thar the
audience begins ro read iather rhan listen to the
i r r c , rD o i n o i - h e p 1 - ' n r a r i o n
4 N. Th,. w^
and rhe audience'satrenrion should have been {ullv
on Zhan- Ir would have l,een better ro cut rhe slide
lnteraction with visual aids: Bull€t point lists
C Slggestions
Urhat is genetic ihtal
. rnngor4Ir*n."e
A!,CCuA--I-IAAA
. I o t 2 t r ? c s+ . . . 0 1 0 i 0 0 1 0 1 0 1 0 1 .
Wlty do we sinulate gcnedc data?
. many hethods
Wty is simulatihs genctic data challensing?
. real seneiic data
. cohPlex strucru!.s
. simulareddata
lnteractionwith visual aids: Procedure
D i:) l.o2 zhan
So, I'n goineto siog s.tu res"llsjat .o.ldonshdte @'rl
olt methals is noe rdistic F6 rhoseol'iau ulb oe
a
fdnitifr uith reconbidt on, ar the batton I'ce si,eL vu
laau
do"'t
saph ttut smtesLle rconbitution tures IJ JaL
a]rDthnwoba{t tuconbituLtion,ignde thnt The Lopbit it d
.delalion r@h1. Cffieldion nmix essatal! ueaLL\
dnta lhlt
eltdpenes the Melation shrtde in 1tup1114nafl
il
OK, vt dot't needto
oe're r'lins to sinl.ldc
yu lot t reall1kaou anlthine db.1tt delatian tuficd '
don't wn! ahdtr th"t, iust renefrbd that pattm'
Thtt pattm is uhnr ue'rc trJ"B ro re-are. So, ,leei rie
frst sihul4ted datl Lhatae see.At the batta'\ , )oure
inta\ted, i &ia4@e stat3,iA. I/€'!e geMdkd a dis€ae
Loonrch abott
seneuhae tlE bhc line is. Don t wt
that if ttu anflses )ou. The tuin xlle,hane ne'\uee on
this slL:his Lo look at tl@r canelation uhix, r rs prerl
tukh thz sane6 theo e@6e rDins b red.aJe.OK So,
this t aur situ dred data ond we haa. sinLrarea n
'al6ri@ l Hae's anorta sintbt t dnd set16 thoseof
lau uib Me int66Lc'J.... at tlg bottotu, @e'!eindeas.T
thp eJfedsal dE disase s.M, rD ]otr eer hrsirc7! vu'ea
s.a*rics af rhe borrofr. Don L uony about that if )ox
don't utulastat./l rhdr ' LheMi^ rll,rg is ar rile r.r1,@ srill
seethis cneLiion studwe, so ow datd setsdt. r@lbtic.
E 1 He dhws aud'encetaremion ro thc diasam.
2 I Ie erplans rhe riatlit nr seneraltennss rhar the
audieDce
c,r becohefdnilidwith it aDdundersrand
it.
3 He saysrvhat ihe mosr imponant pan is.
4 He gives the nesage or conclusion.
F
belieqethtt thk nethad uil be qry s@cad[l in rtu lutve.
Thank :'o1 ,a! tutuh J@ listenins, dnll nau 1 @ill take
4tr1 q6rio6 )o, n'ghr 1u,..
1 Theie k Frobably roo much infomarion on the
sumnary chan. Ir would have been better ro have used
key sords or even no chart at all as rhc audrence
attchtion was dmwn |o reading rhc chart and not
lGteniry ro Zhan'srake home hesase.
2 S o , i n c o n c l u s i o nN h a t w e ' v e d o n e i s w e ' v e
produceda new method,a new me&od that genem@s
ho.c realisticgehcdc dara and wc believe tnat tns
merhod will be very succcssfulin the tuturc.
I Zhan wanted to tell' his ncw method and althoush
his con.hsion is verbally clear, both his and hn
audiencet aitehtn n were dicc|cd to the summatl
chan. There wasthereforccontusionin rhe t"""aurc
mcsage and tbe 6nal nessagelosr impac and 'bang'.
H
That binss ne to enAoJ nJ prctntadan.
To s,nmrne, I LIrer t}aaush ttuee Min paintsasdifl.
FajJ, sa j'ebarcd.befde t e ii!. Secohn,fallotu thenn s.
Thtd, take be @hiL, settinsdoun|.
Thiskaistuelad.orcl$ia
thara ioagas1ource conmn
se$e dtul bok afta &:t ath7, rat sho"U be db'ohdab
line anl. silL enjoj Joli risit to rhs ndsn/ic.n, desra&rion.
A to finishan a l,isl,t nate,lbdse look at ne . Do ta(
IiLe n:J outfii Do \o1! [ke nv sJroesr
Tlese s/rcs are rld
h th. UK fa i20 . yat en br.r rhen in trdd fut f2 . The
sholl,iflg i5 ex.elhhr in lndid and it ts arctha thiaga look
I I'd tike us ro fo.us our arrcntionon... 1
2 \Vhat is inreresring/impo.tanrhee is -..3
3 I'm surerhe ihrlications ae clearto all of
4 The {iglres ih this kble show... 2
5 It n ihpon nt to noricerhar ... 3
6 The takc-home me$age here is .4
? we cdn onclude rhar ... 4
8 This chan compares... 2
9 I'd like you ro rhink abour ... ,l
10 lfyou look at rhe rop tight hand coner ... 2
'llre
11
lessonwe can leam from rbis is ...4
rz Thc blue doned line repcents ... 2
13 The rop haf shorrs... 2
14 Now, I ll showyou ... 1
15 LeCshorc on now and look at the figures
for.. I
16 Thc sienificanceofrhis is ..- 4
1? I would like you ro con.ehrhre oD this green
.: J,U4 5\rtlana
Tha* you w1 nrch lo yu
qkstiotu, I ull l,e rq i4|b
d.neand if yu tavc at.9
to anstw ken rcu.
I Slitlana usedhe. shoesdd cLothcsas visuaLaLos.
2 The drserhdc G$bFcrive androsome€xre[oepenos
oh |enoDal$ylc dd rLe rype ofbusile$ yourre nrvoLvcd
nr Sonetnnestloushj ir n worth onside.nrs taknrg a risk
to rdd i'rpact aDd barg.
2 Numbersandtrends
Numbers and approximations
18 The nexr overheadshows... 1
19 As ve .an see... I or 4
20 The veftical axG .cpresenh... 2
A I f o l r t h o u s a n d{ i v c h u n d r e d a n d s c v e r , , v - n L n c
2 rhiity E)int three,rhteemcrfts
3 nine hundrd and nuety-five dollars
4 sevenpoint tlree, eighr,live pcicent
5 five point ohc nillion euros
Interaction with visual aids: Take a risk!
^..^.-'
So, thar etues ro tle end.of frr pres€nrztior. L€r's ir6r
thrlk aboxt $lvt w'!e j6t satu Lhroulj. W4tu ue sdid
ir, s,nularingg€rric dara 6 itupdta , ir's tut dane h)
uell at th. nonett, but ue hdvei& innoArce.l d halel
uhrh tlaesir h.tta . Hae i.o w .l' iLbettal \Y/eU,ue uk
rul dzor So, tlv uersdata ue're rD,t s Lr srnd4i!, rying
ro cotu, @eA". \Ye 6c ttu rul daa atul w ape nn
tca[nt the cnelation sbactoes thtt @e presen hae ta
simxtLlt nar setuti. fun. Atul fimLl.J,au dzn x 16r, n
Jau c4n se@ate ,6r a atnLsoJdrta. So, in @tul1rbn,
*haLue'le dore s tu'le I'r'Lu.pd.anewmetlbd, d na"
nahol l@t g.naates nlde tedlisft geEtic d4ta atul ue
B
r arouhd four rhousand fivc hundred emplolcs
2 jusr over rhiny herres
3 one thousahddollan nore or less
zl approximatell'sevenpoint four per cen!
5 roughlv five million euros
C Suggestions
I Ve have nearly ?00 o1{icesin jusr ovd 150 ciries
2 Our evenue was *dl over €300 billion la{ vea!.
3 There vas rnor than a 5.5% increasein sal$.
4 The ingrcdictrtsare round ah,ut 80% qater.
55
7 The total forccasr value n tughly f2,?00.
I Ausrmlia has over 190,000 prcfessional ensineeB
9 lt's a fasr process- lessthan l0 seconds.
lo We m.rul crut. well abor. i00 Prducr'
B b o r t o mo u , . c l , m b . . o m . d o w n d . c F s r ' d e r " r i o d r e
dereriontion, double,drop. even out, fa1l,nuctuate'
flucruation, go doM, go up, gbw, goqth. hit a low'
hold fim, imprcve. improvenenq increas, jump' level
off, peak, pick up. plunge, reach a peak. recoler'
recovery, renaio stable, remain steadv, cket' shoot
up, shrink, slump, subilie. slaglate' sta8nanon' slrp
back, take of, ups and downs.
C 1 llookotr
2 slunped
I slippedback
2 plungcd
2
I ups and downs
2 fluctuated
3
4 doubled
5 remained stablc
3 holdingfim
4 stabilise
2 junp
crammar: Adiectives and adverbs
consideHbly.dtamaiic.drahaiicallv'
B considerable,
rapid. rapidly, sharp sharpLv'
gradual,sradualLy,
significant,significantly,slight, slightlv' sreadv'
sudden,suddenlvsubstantially,
steadily,subsrantial,
C
I dmnatically
2 steadily
3 disht
4 considehbly
5 gndual
6 mPid
? shaa
8 sliehdY
Grammar: Prepositions
D
lby
2t
I lion
4ro
5 krween
E t
t.li-b"d
2 ho rccketed
3 will goup
6by
? to
8 of
9 in
l0 ar
6 is leveliingotr
7 willhit
4 bad beenfaliing
F
Suecestions
1 Salesclin$ed smduallylast June.
Pdc simple - heod rhat happened in $e past and is
2 They had inc€ased slightly beforc dle joint vemure.
Pastpetfect - a trend that had aleady happened vhen
re ralk about the past.
3 They srew sreadiLylast Novenber'
Pasr simple - trend that happened in dE past and is
4 They have shot up from lct November to nowPcsent pedecr - a trend *rat started in the pasr and
5 Now salesae r@kering.
Pftsent conrinuous - a tEnd thar is bappening now.
6 They'll decline npidly next January.
pill in prdictions of tuture tthds.
Suggestion6
I
2
3
4
5
We expect b6ines to pick up next year'
I anticipare a do}nrum.
I forecasr'anincEascin sales
We foreseea dnmtic chanse in the market
I padicr it won't *ll.
Fullpresentation
E:.osc*^'
Good norn;ng eoerlonc Feel vr1 uelcone to n11
Pr6dt4tion. Ilt ^e i6t inoodrce ryrelf . tv\1 mne *
sali.to, ann thn
Cesar Rmirez, .Lnd1 m a t&lewk
of uhar l k '
an
oqqqiew
going
fo
n@ning, I am
lrge lot
ta|it
art
thztls utted
datl I haae chosena 1)oticulu
'l'zdaire$' . So, if t.6re5iiL€, it snellslike and it laakslikz,
b* it's no| th. we tht{. I'll be adhcsing thteemn
The fi6t aE qi1l be uihnt I
poinfs D n] lrAdrattrn.
'tr
dresi , ulat the subiedtuna IS, Md th!
nnb'1
that
anA I'lldae )ou semal etutuptesatolw
of
defiftitian
the atse.. Aat in n1 send PointI @rA hka b olk
abau ne difftdt ac'io6 rhat w nov d!.e t stol)tntz
d'e$ intrirse' n!. And t'itulb if n! thndloi'd, I'll be
Lxking at tuh'i@ rcaulb boted nole &esslrd $1, it s
axt^Ib inp@utit, and.ftletan to Lhepltblic.
So, no,ns otr to nl ftst point,llP sutriectt@tLd, uhat
naAedt$s is. Ttuie &essl,ielb is thr se@dl 1\pebLtue
@ tl4 ais@l apparance ol d ptrictL, ftodrct- So to
illus.Jatem"J point, I wiII be boking at ttuee diJfmtt
eranples of ttad.e are$. Tie /ts! one viII b. tt8
'sill be the
conliswation of a prcl4t, the secondane
sltroeof th2 yodn and the thi'd atu @illbe the dai{ al
So, no'ing on to n) Jqtstexrnl,lz: the @nfig$atiot ol d
'ns, rieht,
tuodrct. Hae, @'@ sot tw diffamt l,b
too ritu otcot.. So, tiis n, 6 )o! all J.nor, th'sn I dn
of Coke, r'cht, ann rerr b t @'re gor ns ,utr, ngi., 4tu1
uhrt t nar bt rrad€d)s , bd'i.ll' ti' .or rrnCo
imitunon of cqrain .hale.jl46tus of at @idtul tuadtut
ann lsal d a diffoeln PnAud, to 61u41Utuke it lbok
like th! tune Foha. In this we, fu erctlz, ue've cot
rhe@lon, rshr wh' h t ,ed. rh. s'-ptu rhP"-rP' n sd
similt ' Cokz a Co}l - anL ako theue d anmptrce
uudr, n dis de Cola, Col.c, Cw Cola nd Cola u
CLssic Cola. Cola 6 a soEi c wd u.l."i*.@ be $ol b!
ths arcat th. shape
Moainl on ta nr e.ant Mtlq
dse
ue'"e
ol the tuodrct, lf this
eot satueHedA anl
SiD,Llas shamloo.
In 'ltis .6€, Eg,hr,rh. shapeaf dte tuadtat, the cenetal
d'gsdtare o[ he lnatut ta ban copial. Thbe M no
@ . n n t a i t b e . o t u r ' \ . , )c o \ A l s . , , r o ' e - L a n j L , " t )
lifloent shapcof the boftb. Neomheles, the shate u6
@piel, and alsa catain ebnents af th! vslun dppdane
a tlq siTeof it @ae@pietJ..
A: rat en ye ld cxatntb,
Hod aad Slroddos is ory sniiltu to Heai@J, iEhLhd
,]ds Mbituron o/ olorrs {@ ako sot of copkt on the
Mouins on t n) .i!rd poDtt: the daisn of a tuad1at. In
th6 @e, fo e@pte, Cdn Flat6 hade irr Keli.eqi ,6er
- eell, it's nor w-:J txtLialco bewse it s
a ,q litnub
tunb &l b) @n co@ls, nglrt, rcoat/reles ttu son o/
safin confisnatb\, tlg Marsenent af th! elows , dnll
ca&u panaa @itltn ttu desrsnof Con Fiz.L€soae .dlidd
an'J.at the sme tif,e d b'J daingthat, th. neu FoLIlct, rht
rew ennent is on@lb nmfniis
sone dr,tu itugc,r
"'
soneof the cmnaci4lat afiotu, someo/tu.onmdci4l
MsEt6fr af the ffrstPra.l.kt, thefdna$ I'd]rcr ontodv
[email protected] at,lis Fint ) haoeattuL\ lookerltt
tua diffqdt q,as at t\tee diffdent |fatlus, Lharhaae
beencopial ad initatal in tldeedlffd4ffus.
Th. lnn
one @ thz enfisti1tion, Lhar he shabcdnd t]@ tlv
So eatgh d:ort the sa$et natLt, let s more ot to m1
ftlt foinf @iiLi is tu Dy'nngmenradon And so, in r,ln
rcs6d bt he jtst tu! thar in ddet ta tadh thcsedvee
uouE@ndll:t 6e tlvee
tuobletus,amntukFmitiow
diffdent sans of actian. Tlv li! one is he ttaditianal
ll.elihoad al @nl$ion. The secoi,! one is a iaiitio@l,
tuL hdlniotul, :6a, ttu ne\| fm of ,l.ilutian, a\1 the
Lhi(I anc is unlair canpetition. Tlv frst ane I'ae
nentiailetL, infusian, is ratndlLJ d bn, tu,}.d linitcd,
bee$e it does^or coos insr..n.eswl,ete... to ptoue
confusrrt. corma @ntsion uoutn be n1 dillnrtr. As
^Ju an s.e th. Mnes @ediffaei'. s @@v
/d {!4Nm
uart he eq\ (Ii.lficub to tuove becme the une of the
Aeri. h s
I'a&Er, ttr tunv of dv lna"n r rct arulll
ro] i ell,s€nr, Lhe:JdcLtnlL.JLsaljlrt the confi{wation
btt nt themne . Arul t yL can secthe nane af thenee
tuadrcr is krtuLl.J l,alamiwrril drpiayd. -Soinsronces
of onfuion will he kspel)el. The scoad crioa, oli,ci is
ditutian is d noe en+li&tal are, bLLslllire to sa,Jat ^s
po;ntttut LLr nomlJl u"d u\rn rhoer on' J.rug,
tut ra rhE1)$ln . . . in rh. fan ol .anf6ian but its aaMse
to th. tu\t
nseV,to th. l,a . ir:elf.
rvor tl€ geMZl .onmd.'taL ndEnensnol rhc 1,a {i1l
be d.ihinish.A6 \qll be btussl lD ttu av .y' a sinilar @
i.Aentiaitol.e dias an a @npetitor's,ro1".., on a sinii.r
tna&Lt d d1rllenri@I I\adri. Atd a thirdlL.ian uhi.h I
b€li"ue ir !/E ircsr and noit effectite sar ta t@kle this
yobleln is unlat mnstetitialt and mfan cantpetitio uttL
pov'Ae t wxh t rcnu\ il ue utn tna"e ttnt thz cbnents
tlat ue beinscapiei - Lt he jtll co bdd<d htL' { the
' L t , \ ' 4 d t a , " Ia h . . a p e ! ,] . , n a t t ' n , t o , d l r s " * 1 . ,
hn u. nq l@reai o.1ian. In tl,s ue for ennpLe w
. o . ' ao , q t t h t tL h. :, I u t u L o t u t . n d " t u L t ' l / " : l . a , ^
to tv1,lb thebauL of slmpao.
4tu1 possibly
, yr ruq ako ase that the shap.al a tin of
Coke is oiualb fdctiandl dnd se@ic, beuBe it nL.lesit
6is to dlink d tin ol Cake like *at u opposala, yu
klbe, hau\z a rlilldcnt [email protected] if se un bou that the
elzmentsue te acLnL\ clatnins f,or.ction on oe not
ft cnotuL thenw na,t hrae .l2t5s thDltEhan a.Iion of
unluit .ontetttion. So, novinq on ta h"J L6t point, bt me
j$t s@ra f.@ edds dbott 6IrJ w'rc ntta\tpi. in rtute.:dns
batre 6ess dA at ths pohn thde dc tLneenain intaestsTIE firs. oro is ttu in*nncnt al theiata , in this dse th.
ow ol Cad Cald, nE Kelbgs,s comparqand rheow|4
of the IIed tu1dShayJd4sco?npary Th.) inuesrin not
onb aldrNirs, b"t deqelotiryrathet tuad.Mts,dtul the}
Ne obriotusb intlested in lftserrins tht cammercitl
nog ensn {hrh the-JuLtub deaelaptlvorsh al@tting
Tie seconl nr&€s, o,hic,hI belieeeis the flast int'tLnr
one,rtu l€]srotu, is rh" Fbli. intaesr, anl riis 6 .o,rtud
oith thelrot ctin ol @nsnas - thatthz caannds shoLt
not be .onl6d wnh tu)ins d siniL- tuod'd. \(/hen tuk
so 10 Sd6brD/s, /d qdnpb, q, if .:Jd arc ih d i16h,
)an haeent sat rime ro dctlunb checkthe t adn, )""
nq z.relb srdir San66ftrri Cote a otposeJ ro Cod
Cola. .Sofi. n ocsr t6e 's to tuoted th. .on(ma..
Anl rAeL6r i desr istaif pr@1ices
.Tlat oetrada shouLl
tut ddlulb f.eeaida d sait ar aA*nage ow arctha
{itho kttulb tEndins none!, tine ann eff6t. Sa b
Srfrfrdrse uiLd uz',e lookeddt: ue'e lookedat tlv
Llefinbn ol d tad. aras, o . ta illalaate nJ tlelinirn)n,I
saqe rolt rliec diJfaent exmples. Aid itu !&tuIFinr @e
IoolLedat war the ttueed.iff*ent actiot we an aaulll
Fvot I petrnp.uar..
r h " L h " J . t uq ^ t h . d { l a e d
intaests at stdkeshen prakcthtg hdlc dress.I n$t lat
lat hapegot a va.t .l/tu n\igit inn uh^ 1 do regntling
hoiewk inftinsendn ution, in paiidla trat hess.I
an w1 happ5to r-&e aq qlestions, a ta thank )o!
oer1 nuh /a lrtenng.