Discourses - Script of a Speech, Profile, Posters, Slogans, Advertisement.

                        Script of a Speech 

                             

                                 Speech structure is essential and should reflect the speaker’s understanding of systematic use of an effective opener, authoritative speech body, and focused and concise conclusion. Organization of the speech should take into account that, usually, the audience is more open and attentive at the beginning of the speech. Therefore, the speaker has to effectively open the speech and establish a connection with the audience within the first few sentences. If an opening is interesting and captures listeners’ attention, they will be more perceptive to speaker’s ideas and will pay closer attention to the rest of the speech. On the contrary, if the first few sentences are not well thought-out, there is a huge risk that the audience will not care for the rest of the speech.

          The body of the speech usually consists of the detailed information that the speaker is trying to provide for the audience. This is the most informative and the largest part of the speech. Every effective public speaker knows how to capture the audience and keep its interest throughout the entire speech, regardless of its length. Because audience’s attention span is not infinite every presentation should be limited to the most salient features the speaker is trying to convey. In the closing stages of every speech, the presenter has to effectively and clearly summarize the whole speech in a few sentences, with specific emphasis on the most significant details. 

                        Working Tips

• A speech is mean to be spoken and heard, so it should be “written out loud.” Speak your thoughts as you write and frequently pause to re-read the entire script out loud. If it doesn’t sound right or doesn’t flow smoothly, re-work it. If you run out of breath or find yourself pausing in inappropriate places as you’re reading it out loud, your sentences are probably too long and/or too complex. Break them up and inject occasional, short, punchy sentences or phrases to vary the pace.

• Try to find and emphasize a natural rhythm in what you're writing. Consider repeating key phrases, using parallel sentence structure, and/or switching the order of phrases to enhance the rhythm.

• A speaking script must be clearly visible, easy to read (legible), and spaced in ways that help the speaker maintain an appropriate pace, put emphasis where it’s needed, and not lose his/her place.

                  Format and Organization

                    

• Use wider than usual margins so the lines of text are shortened and don’t require excessive eye movement to read across them. Many speakers like 1½ to 2-inch margins on each side.

• Use triple-spacing to make it easier to keep track of where you are as you frequently look up to make eye contact with the audience and then quickly look back at the script.

• Select a clear, easy-reading typeface in a reasonably large size. The ideal type size is 14-18 points, and most readers prefer a serif style typeface with a relatively large x-height.

• Spell out words and phrases exactly the you want them spoken. Write "a million and a half dollars" if that's how you want it to be said, or "one point five million" if that's your preference. Simply putting "$1.5 million" on the page leaves it up to the speaker to interpret.

• It’s particularly critical to include the phonetic spelling of unusual words— especially names—with unusual pronunciations in parentheses immediately following the word, e.g., Mr. Thomas Beyr (bare) from Versailles (ver-sales).

• Place and space the words on the page in ways that help the speaker read and deliver the message most effectively and as it was intended to be spoken. For instance,inserting extra spaces between lines or even between words can be used to indicate pauses. So can ending a line in the middle of the page, even if it breaks up a sentence. Dashes (—), slashes (/ / /), and ellipsis (. . .) are other ways.

    •• Bullets (!, •, or N) or asterisks (*) indicate items that are to be emphasized. You can also underline, circle, or highlight words or phrases that need extra verbal punch.

    •• Block-indenting can be used to indicate material that should be presented in an "Oh, by the way" manner. It can also denote material that can be omitted if time is running short.

    •• Stage directions—e.g., gestures, changes in pacing, tone, etc.—and reminders of when to show which visual should be placed in brackets [squared parentheses] and, if possible, a smaller or fainter type style. The can be melded into the text at the exact point they should be employed or set into one of the margins where they appear more obvious.

• Sentences or paragraphs should not be broken at the bottom of one page and continued onto the next page if it can be avoided. Even if it appears to waste space or paper, it's better to move the whole sentence or paragraph to the new page because the simple act of turning a page can be enough to interrupt a speaker's continuity and make the delivery seem choppy.

• Number each page. The upper right corner is the best place. Adding a one or two word "slug" to the page number can further help to avoid confusion, especially for someone working with several scripts or if several speakers will are using the same lectern.

• Do not staple the pages together; it makes page changes much more clumsy and

noticeable.

                               Profile 

                                  A profile is a written portrait of a person. Often, a profile is published as a narrative non-fiction article in a newspaper, magazine, or website. The story is based on facts discovered through research as well as interviews with the subject and their friends, family, or professional associates. A profile piece is meant to be informative. It is a portrait of the person through a combination of stories, quotes, and photographs.

                                       Profiles are full-length commentaries or vignettes of people and slices of their life. It must be a revealing and interesting story about the subject and include details like background, interests, ambitions, passions, struggles, etc.

                                                 Profiles are biographical and written from the perspective of the subject. A good Profile is one of that gives the reader a fair idea about the person, his/her attitudes, personality, habits and more.

                                      The heart and soul of a Profile is in the interview. Profiles are the result of one or a series of interviews, at least one of them intense. Where an interview is an excerpt from a conversation that you have with the subject, the profile includes the same but more. The profile is not written over a day but may take weeks to compile as it requires input from numerous sources.

                Format and Organization 

                   

. Research the subject

Before you can get started writing a profile, first thoroughly research the person, group or company you're writing the profile for. It's important that you clearly understand the other party's view so that you can thoroughly convey that throughout the profile. There are several ways to research another person or party, including by interviewing them, reading through their website or blog, reading any articles or publications written on the subject and talking to people who know the subject.

. Focus on answering questions

When talking to the subject, ask questions that require more than just a "yes" or "no" answer. Asking open-ended questions allows the subject to go deeper than one- or two-word responses and allows them to share in-depth details and information that make for a good profile piece.

. Make the subject comfortable 

Persuade them to share little known facts or interesting personal information and anecdotes. 

. Observe keenly

Their mannerisms, facial expressions, sense of humour, etc. This will add to the 'feel' of article.

. Create an angle

Your profile should have a specific angle or a focus that will attract and maintain a reader's attention. Using a unique angle is a good way to set yourself apart and write a profile that is not only compelling but also interesting and different from other profiles written on the same person. One way to establish an angle is to develop a theme that appears throughout the person's story and link your material back to that theme throughout the profile.

. Use quotations

When you interview someone for a profile, you'll likely obtain several quotes. In fact, anything the person says can be used as a quote. Choose the quotes you use wisely and ensure they are the most relevant and powerful quotes that can attract readers.

Once you've written the profile and incorporated quotes from the individual, choose a few quotes to use as pull quotes. Pull quotes are quotes that are made larger throughout the profile to grab the reader's attention. Meaningful quotes usually have the most impact, but they should clearly tie together with the rest of the profile.

. Write the profile

Once you've performed the interview and done the necessary research to write the profile, it's now time to start actually writing. Before you begin writing, establish the length you want the profile to be. For example, if you want to write a shorter profile, you may only write 500 to 1,000 words. If you want to write a very in-depth profile, you can write anywhere up to several pages worth of information related to the individual.

You should begin writing by creating an outline or using a storyboard to establish a clear flow for the profile. You should establish a beginning, middle and end that is clearly distinguishable and. guides the direction of your profile.

Once you've outlined the profile, spend as much time as needed to write it, but ensure you have a deadline established so you don't get stuck over-analyzing your writing.

. Fact check

Once you finish writing the profile, one of the most important steps in the profile creation process is to fact-check your work. Ensure all of your quotes and facts are accurate and that all names, businesses or other information is spelled correctly.

It's also ideal to present facts in the most truthful way possible. If you're unsure of a particular fact, reach out to your profile's subject and ask them to clarify it for you.

. Proofread the profile

The final step of writing a profile is to proofread and edit your work. If you are writing a longer profile, you may do this several times throughout the writing process and again after you finish writing. Considering having someone else read your profile and provide recommendations or feedback on your writing as well. Having someone else read your work will ensure you don't miss anything.

               When writing the profile 

. Create visuals with words and bring the subject alive in the minds of the reader.

. Include details that the average reader wants to know. 

. Give the reader reason to feel that the subject is worth reading about.

                    Profiles must be accompanied by excellent photographs that add to the tone and feel of the profile and provide a visual glimpse into the person and his/her life.

                             Posters

                                  Posters are often used to share information and are an important part of many conferences, seminars and exhibitions. They may be used to present quite complex material, and so it is important that the information on them is well laid out, legible and attractively presented.

                Formate and Organization 

. Poster presenters are usually offered a large area to display their material (typically

1m2 or 2m by 1m).

. Posters are usually read at a viewing distance of more than one metre. You will need to make sure that your poster is legible and easy to scan at this distance so that your

information is understood quickly.

. The temptation to fill the space with as much material as possible should be avoided; poster presentations should never be as dense as a printed page.

. Many seminar or workshops organisers supply guidelines suggesting suitable typeface styles and sizes, along with conventions for titles and subheadings. Use these to guide your basic poster design.

. When making posters it is essential that you give careful consideration to their visual

appearance as well as their content.

           Methods of making posters

There are two popular approaches to making a poster.

        Approach One - One-piece method

The presenter chooses to design the poster in one large piece. The design is

prepared using a versatile software application such as Microsoft Powerpoint It is designed and produced in A3 or A4 size and is then enlarged at the printout stage.

         Approach Two - Panel method

The allocated poster area is divided up into a number of separate panels. These may consist of different elements such as text, pictures, tables or titles.The panel method allows for greater flexibility and can be adapted to changing layouts. The one-piece method can be very eye-catching, making your poster stand out from the rest.

            Stages in producing a poster

          .  Step One – Choosing content

The first step is to clarify the task that you have been set and the type of information

that you will need to include on your poster. 

             .Step Two – Making a plan

Once you have decided on the content of your poster, you need to consider the way the

information should be displayed. A useful starting point is to prepare an outline plan

that will help you make the most effective use of the space available to you.

     Step Three - Preparing your final poster

When you have a fairly good idea of where you want things to go, you can start to prepare your final poster.

Using text

Once you have written your text, you need to choose how to present it. There are five main variables to consider.

.Font - choose a font that is easy to read at a distance. Most of the standard fonts are fine for this (e.g. Helvetica, Palatino, Times). Avoid mixing too many fonts as this can look messy. Two is often ideal; one for the headings and one for the main text.

.Type size - remember that your poster will be read by someone standing at about a metre away so the text will need to be legible at a distance. Use large type sizes; the following examples are at 24 point and 36 point and can be clearly read at a distance. 

.Line spacing or 'leading’ - using one and a half or double spacing between lines of text greatly increases the legibility of your poster design.

.Alignment - most word-processing packages give you the option of aligning your text in different ways on the page; the main choices are left, right, centre and justified. 

.Case - text in UPPER CASE can be very difficult to read, even at close distances,

and is best avoided.

Colour palette

Colour can add an extra dimension to your poster design, making a poster more

attractive and giving you another method of highlighting particular aspects of your

information. 

Diagrams

Displaying information on a poster gives you an opportunity to represent your data in

an interesting and eye-catching way.

          Step Four - Showing your poster

Poster presentations can take many forms. . Your poster will simply need to ‘stand alone’ as part of a general display. It might be useful to think about how you can help an interested reader take information away from your poster: printing off A4 copies of one-piece posters or producing bullet-point summaries of panel posters are very effective ways of sharing your information.

    

             Posters are a highly visual medium and can be a very effective way of communicating information to a wide audience.

                           Slogans

           

                                    Slogans are always defined as “short and brief”. The next part of the definition terms slogans as an “indelible phrase”. This is because slogans are meant to be memorable and catchy. The indelible element may be through the way of a rhyming scheme or humour or pop-culture references, etc.

                       A slogan is essentially an invitation toward your offering. The invitation, therefore, must encapsulate your product or your brand vision or your service’s benefits, etc. It should be an independent, brief and holistic phrase.

                      Slogans are not merely a group of catchy words; they are a strategic attempt at creating a persuasive image in the minds of the consumers. The basic purpose of a slogan is to sell a product/service. purpose of a slogan is to act as a shadow identity of a brand and promote a specific product/service. 

                        The basic aims of a slogan are summarised below:

. Creates positive imagery about your product.

. Promotes a campaign for not only a single

product but a range of products.

. Compels the audience to ‘stop-and-think’.

. Makes your brand stand out from the clutter.

. Increases demand for your product.

        

                   Important function of a slogan is to position the brand in the minds of customers most desirably and advantageously. Positioning sets apart a brand from others. In today’s times, it is not only the brands that possess the power to change the market, but it’s also the consumers.A slogan is the best way to clarify to the consumer, “this is who we are, this is what we sell and/or this is why we are the perfect choice for you!” Your slogan must give the customers a reason to bother to notice your brand.

 

                  Format and Organization 

Here are four characteristics that make for a quality slogan.

• Memorable: It is simple, brief, sometimes funny, and it sticks out in your user’s minds after having only heard it once or twice. It must roll off the tongue and be impactful.
  

• Friendly: It creates a positive and approachable image for the business. The best slogans are lively and positively persuasive, which leaves a lasting impression on consumers.
  

• Understandable: It explains the essence of a company or product simply and clearly. By only reading a few words, customers should understand what they can receive or feel when they buy a product or enlist a service.
  

• Unique: It makes the company stand out. A great slogan highlights the best features of your business. It displays how your product and services are different and better than competitors .

1. Understand The Heart Of Your Brand

Your slogan is an extension of your business its values, visions, and purposes. Your slogan works hand-in-hand with all your other branding elements to create a lasting impression on customers. When you develop a slogan, make it a short and memorable motto that shows what your brand stands for and what people can get from it.

2. Know What Makes You Special7

To create an effective slogan, you must know your unique selling point. Once you do, you may repeat the saying in flyers, brochures, basically any marketing communication.

3. Know Your Target Market

You can have the best slogan in the whole world, but it won't make a difference if it does not resonate with and reaches your target market. 

4. Keep It Simple

What makes slogans difficult to create is having to tell an entire brand story using a few words. This is why you must keep them extremely simple and use everyday words and phrases that your users can easily recognize.

5. Make It Classic And Timeless

Your slogan is a success once it stands the test of time. To ensure that your slogan is timeless, try to create one that will remain relevant for the years to come. Avoid phrases or words stuck in a temporary trend that nobody would understand ten years from now.

6. Make It Catchy

Effective slogans are naturally catchy from the moment people hear or see them for the first time. For example, one of the best and most relevant slogans is Nike's "Just Do It." The slogan rolls off the tongue naturally. It is short, but it is impactful.

With slogans, less is more. But less with a strong message is the best.

                       Advertisement 

              

                                  Advertising is the techniques and practices used to bring products, services, opinions, or causes to public notice to persuade the public to respond in a certain way toward what is advertised. Besides promoting goods for sale, advertising methods are used to encourage people to drive safely, support various charities, vote for political candidates, etc.

                       Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited.

              Objectives of Advertising

Four main Objectives of advertising are:

Trial, Continuity, Brand switch, Switching- back

Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.

Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.

Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.

Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.

Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Advertising is an important part. 

                Advertising plays very important role for the producers and the sellers of the products, because:

. Advertising helps increasing sales.

. Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.

. If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.

. Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.

. The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.

The marketing communication process identifies where the investments are being done and what is bringing more return on investment. Therefore, you can alter the advertising campaign to reap maximum benefits.

       

The process begins at the strategic development stage. You start by creating a marketing communications program. At this point, you decide what all will fall in your advertising bracket. At the next stage, you capture responses of your consumers. These responses are then recorded and maintained as advertising data. The executives then analyze and evaluate the collected data. They generate the all important reports which will help to allocate the integrated marketing and communications budget.

     Consumer communication and persuasion is an essential part of any Marketing Strategy. In fact, it is the starting point of all improvement as consumer voices provide companies with the data such as where they are lacking and what all they could do to improve the product or service.

                                                 This company has set up a Customer Centre which takes up all inquiries, complaints, and proposals from customers. Though most of the queries are answered, the customer voices are sent across to related departments of the company. These departments analyze the gap between the customer needs and the products and services. After doing so, the quality improvements are suggested and the product development takes place in keeping with the customer demands.

              Advantages Of Advertising

. Reduces Per-Unit Cost: The wide appeal of advertisements increases the demand for the product which benefits the organisation as it capitalises on the economies of scale.

. Helps In Brand Building: Advertisements work effectively in brand building. Brands who advertise are preferred over those which doesn’t.

. Helps In Launching New Product: Launching a new product is easy when it is backed by an advertisement.

. Boosts Up Existing Customers’ Confidence In The Brand: 

                  Advertisements boosts up existing customers’ confidence in the brand as they get a feeling of pride when they see an advertisement of the product or the brand they use.

. Helps In Reducing Customer Turnover: 

Strategic advertisements for new offers and better service helps reduce customer turnover.

. Attracts New Customers:

 Attractive advertisements help the brand in gaining new customers and expanding the business.

. Educates The Customers: 

Advertisements inform the customers about different products existing in the market and also educates them in what they should look for in an apt product.

             Disadvantages Of Advertising

. Increases The Costs: 

Advertising is an expense to the business and is added to the cost of the product. This cost is eventually borne by the end consumer.

. Confuses The Buyer: 

Too many advertisements with similar claims often confuses the buyer in what to buy and should he buy the product or not.

. Is Sometimes Misleading: 

Some advertisements use smart strategies to mislead the customers.

. Only For Big Businesses:

 Advertising is a costly affair and only big businesses can afford it. This makes small businesses out of competition with big businesses who get to enjoy a monopoly in the market.

.Encourages The Sale Of Inferior Products: 

Effective advertisements even lead to the sale of inferior products which aren’t good for the consumers.

Submitted by 

 Sreerag S.