Disease. This metaphor reflects our fears of illness and our ongoing search for cures. The plague was the great symbolic disease of the past; more recently, cancer is the metaphoric illness that dominates public discourse. ‘ The speaker using such a metaphor usually offers a cure. If the disease his progressed too far, radical surgery may be the answer. On the night before I was assassinated, Dr. King warned that “the nation is sick, trouble is in the land, confusion all around.” Only the commitment of his listeners to political, economic, and spiritual reform, he suggested, might cure that illness.
Similarly, metaphors of war and peace reflect our fascination with war
our yearning for peace. The impulse to build, as when we talk about “constructing” speeches or “laying the foundations” for the future, emphasize our ancient instinct as tool-makers to create and control the conditions of our lives. Family metaphors often express the dream of a close, even loving relationship among people through such images as “the family of human ity.” And spatial metaphors often reflect striving upward and forward toward and the desire to avoid falling or retreating into failure.
Culture types and universal images can help bring listeners together aid set the stage for group action. Be careful not to overdo such language. If you strain to use such words, they will seem artificial. But if you use them appropriately with an abundance of supporting materials, they can make your speech more effective.
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You can create a sense of togetherness by using inclusive pronouns, applying identity words, or evoking universal images.
Inclusive Pronouns. Successful speakers rarely refer to my feelings, my plans, or my cause, but rather our feelings, our plans, our cause. Similarly, they do not say that I will do something or you will do something, but that we will do it together. These inclusive pronouns help unite speakers and listeners. Their importance can be shown best by a negative example. When Ross Perot addressed an NAACP convention during the 1992 presidential campaign, he repeatedly referred to his African American audience as “you people.” These words highlighted separation and alienated many listeners.
Preparing Presentation Aids. As you plan your presentation aids, follow the basic principles of design and color. The presentation aid must be easy for listeners to see. It should emphasize what the speech emphasizes, excluding all extraneous material. It should seem balanced and pleasing to the eye. Plan your layout as you develop the speech itself through the working outlines. Consider using strong colors to add interest and impact.
