20 September 2010

'Objects as visual aids': UK Speechwriters' Guild Conference, 2010



When Brian Jenner, founder of the UK Speechwriters' Guild asked me to do a 10-15 minute presentation at this year's annual conference, the challenge was to try to put into practice the advice of one of my heroes, the late Professor Sir Lawrence Bragg (for more on whom see HERE,), one of whose tips for lecturers was:

'There should be one main theme, and all the subsidiary interesting points, experiments, or demonstrations should be such that they remind the hearer of the theme. As in a picture, so in a lecture, the force of the impression depends upon a ruthless sacrifice of unnecessary detail.'

The 'one main theme' I selected was something I've blogged and written about before, namely how the use of an object as a visual aid can sometimes have an impressive impact when it comes to getting a point across your audience.

There were (of course!) three reasons why it struck me as a promising topic for a short talk at this particular conference.
  1. It was potentially relevant for an audience of speechwriters, most of whom would have had conversations, if not arguments, with their clients about whether to use PowerPoint or some other type of visual aid.
  2. Being able to show the audience actual examples makes it a subject that's much easier to speak about than to write about (as I'd discovered when writing about visual aids in my books on speech-making and presentation).
  3. It would give me a chance to give an implicit demonstration of a subsidiary theme that I'm also quite keen on, namely that short video clips are another type of visual aid that can help to get your point across with clarity and impact.
The video clips I used are posted above and the points I made about them went (roughly) as follows:

1. 'Peace on our time'
The picture of Neville Chamberlain holding up the piece of paper he and Hitler had just signed in Munich seemed a suitably famous example to feature on the opening title.

2. Holding up a boring paper
But the first time I realised that anyone could use a piece of paper to strike an instant chord with an audience was in the speech Ann Brennan gave at the SDP Conference in 1984 (for links to a fuller story of which, see the Claptrap series of posts HERE).

Her 'one main theme' was that the new party was failing to communicate with working class voters who'd become disaffected by the Labour Party. So we wrote a line that involved her holding up the background paper for the debate on equality in which she would be speaking.

It prompted immediate laughter and applause from the audience.

3. Paddy Ashdown holds up a newspaper (not on the video)
The next time I saw the impact a piece of paper could have was five years later on the tenth anniversary of Margaret Thatcher's premiership in 1989.

Someone in Paddy Ashdown's office had unearthed a copy of the London Evening Standard from 1979 that carried a front page headline announcing that she would quit after ten years. So he held it up during Prime Minister's Question Time in the House of Commons and asked if she intended to keep her promise.

The instant reaction was was laughter and uproar from MPs; the delayed reaction came with action replays of the sequence on prime-time TV news programmes later that evening.

But we also learnt something else - don't overdo it. A week or two later, he held up another newspaper during PMQ, only to be reprimanded by the Speaker for making such a blatant attempt to grab the headlines again.

4. Senator Scott Brown holds up a newspaper
The same technique goes down just as well with American audiences. In this clip, Scott Brown has just won the election to take over as Senator for Massachusetts following the death of Edward Kennedy. The audience is already chanting enthusiastically, but their chants turn into cheers and applause as soon as Brown holds up a newspaper with the headline 'He did it'.

5. Examples of other objects (1) a glass
Using an object can involve things as simple as holding up a glass and asking whether it's half- full or half-empty, or

6. Examples of other objects (2) currency notes
A year before the 1979 UK general election, when still leader of the opposition, Mrs Thatcher came up with a successful photo-opportunity by using a pair of scissors to cut through a £1 note to illustrate how much the pound had depreciated since Labour came to power (see the clip at P.P.S. below).

I've seen economists make some neat points whilst waving notes about. And the reason why this is a picture of a pre-Euro Spanish note is that I once worked with a client in Spain who had a stunning impact on his audience by setting fire to a 200 Peseta note to open his presentation.

7. Steve Jobs pulls a rabbit out of a hat
I blogged about this sequence a while back (and a more detailed analysis of his script can be seen HERE). The things to look out for are how the audience reacts when he (a) picks up the envelope, (b) takes the MacBook Air out of it and (c) holds it up in the air.

8. Bill Gates releases some insects from a box
In a TED talk on malaria and education, Bill Gates claims to release some mosquitos from a box in front of him.

9. Archbishop of York cuts his dog collar into pieces
During an interview on Andrew Marr's Sunday morning BBC TV show, Archbishop John Sentamu stripped off his clerical collar and cut it up into pieces to illustrate what Robert Mugabe has done to the people of Zimbabwe - a sequence that was replayed many times on the main news networks later that day.

10. Government minister throws his microphone on the table
At the 1982 Conservative Party conference, Robin Day inteviewed John Nott, who had been Secretary of State for Defence during the Falkland's war and had announced that he'd be resigning in the near future to join a merchant bank. When Day refers to him as a "here today gone tomorrow" minister, the Mr Nott announces that he's fed up with this interview, pulls off his microphone and throws it down on the table.

On the longer term impact of this sequence, there were two interesting footnotes. One was that Here Today, Gone Tomorrow resurfaced nearly ten years later as the title of John Nott's autobiography. Then, a few weeks ago, the sequence was featured in a Daily Telegraph article on the 'Top-ten Television Moments of the Eighties'.

11. More mundane objects can also work (not on the video)
A few years ago, I worked with a client who had built a very successful business manufacturing metal clips that hold lamps in place above streets and motorways. He'd been invited to speak about the fatal, legal and financial consequences that could result if any of the thousands of such products failed. He started his presentation to an audience of lawyers at a conference on product liability law by holding up one of the clips and explaining that everyone there had benefited from them, had driven under them but almost certainly didn't know what they were.

By the time he got to providing the solution to his puzzle, the audience was fully attentive and listened closely to the rest of his presentation

12. The swinging ball of death
The final clip came from one of the Christmas lectures for children by Professor Chris Bishop at the Royal Institution.

What surprised and fascinated me when I played this at the conference was that the rising 'woooooh' noise from the children and their response when the ball stopped just short of the speaker's head was echoed, with precision timing, by the conference audience as they watched the clip.

13. Conclusion: showing what you mean
As I noted at the beginning of this post, I'm a big fan of one of the founders of the Christmas Lectures for children and what he had to say about communicating science to wider audiences. It's to be found in a short booklet - Advice to Lecturers - published by the Royal Institution and consisting of writings by Lawrence Bragg and Michael Faraday, whose ability to take lay audiences to the frontiers of science used to fill lecture theatres until there was standing room only.

So I ended by quoting some lines from Bragg. Writing about how the interest of many distinguished scientists as first aroused by the Christmas lectures for children, he says:

"In recalling their impressions they almost invariably say not ' we were told' but 'we were shown' this or that."

A few lines later, he adds:

"The final result of the popular talk is measured by the extent to which the audience recalls it afterwards, and this fixation of the image is effected by arousing an emotional response of interest and thrill."

Chris Bishop's swinging ball of death achieved this both with the audience in the Faraday lecture theatre and, if the noises they made are anything to go by, with the audience in Bournemouth last week - demonstrating also that the traditions set by Faraday and Bragg are still alive and well at the Royal Institution.

For speechwriters, the moral of the story is that it's worth giving at least a few moments of thought as to whether there might be a suitable object that could bring 'interest and thrill' to the audiences for whom they are writing.

P.S. Given the third of my reasons for selecting this topic (at the start of this post) I was delighted when someone in my audience posted this on Twitter: V stimulating day in Bournemouth - @maxatkinson gave a terrific example of how to use (short) video clips as a visual aid.

Whether or not it also works on a blog post is something readers can judge for themselves...

P.P.S. Since posting this a few hours ago, a request in the original version - 'if anyone knows where I could get a copy of this, please let me know where' - has been answered by Chris Rodgers (via Twitter (@ChrisPRodgers), to whom I am very grateful indeed for sending the YouTube link. I was also mistaken in thinking it was 'during the 1979 general election', as it was in fact a year before that:

25 comments:

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Great examples, Max. Thanks!

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My name is Curtis Ruben am from Texas US. I want to share a testimony of how Dr. Royal herbal mixture cream saves me from shame and disgrace, my penis was a big problem to me as the size was really so embarrassing,and i was also having weak erection problem. I can make love to my wife and my pines was just too small a full grown man like me having 4 inches penis and to worsen it i don't last in sex i cant even last two minutes it was really a thing of shame to me. My wife was really tired of me because my sex life was very poor,she never enjoyed sex,i was always thinking and searching for solutions everywhere until when i saw a testimony of how Dr. Royal herbal mixture cream have been helping people regarding their sex life, so i decided to give him a try and to my greatest surprise in less than one week of taking the herbs my penis grow to 8 inches i couldn't believe my eyes and as i speak now my penis is now 8 inches and i do not have week erection again. I can make love to my wife longer in bed. And my marriage is now stable,my wife now enjoy me very well in bed. You can contact him via Azukaspellcaster@outlook.com Thanks for the Enlarge pines you did to me to save my marriage...I am really grateful sir,

Ivy Bean said...

MY LIFE IS BACK, Am so happy to share this testimony on how Dr sakura, was able to heal me from HIV Disease, well i was detected positive on 23th may 2013, and ever since i have been looking for a way to treat and cure this disease from me, but all ways i try there was no solution, few weeks ago i saw a testimony of some people on how Dr sakura,was able to cure them from HIV disease, still on i heard about it on media when a young lady also gave her testimony about this same Dr, well left with no hope i message Dr sakura, telling him all my problem, he told me what we where going to do, that he was going to send me a portion which i am going to take, and after which i took this herb portion he sent to me, he told me to go back to the hospital for check up and after i have done that i should come and tell him the good news result, at first when i saw the message i was so shock and still did not believed i will be cured, well friend to make my story short i am HIV negative now after many time of sorrow, i am Negative, and my sickness are gone, i thank God for leading me to this man….you can email him on Dr.askuraspellalter@gmail.com or you can also call him +2348033685485 you can also imo him with that number , he can be of help to you on any problem like
{1} HIV/AIDS
{2CANCER
{3}HERPES
{4}DIABETES
(5}HERPERTITIS B
(6}HPV
(7}HEART PROBLEM
{8}WOMB PROBLEM
(9)DICK ENLARGEMENT
PLEASE CONTACT DOCTOR SAKURA AND TELL HIM I GAVE YOU HIS MAIL GOOD LUCK MY CHILDREN
FOR MORE DETAILS YOU CAN MAIL ME IVYBEAN6252@GMAIL.COM

Dr Purva Pius said...

Hello Everybody,
My name is Mrs Sharon Sim. I live in Singapore and i am a happy woman today? and i told my self that any lender that rescue my family from our poor situation, i will refer any person that is looking for loan to him, he gave me happiness to me and my family, i was in need of a loan of S$250,000.00 to start my life all over as i am a single mother with 3 kids I met this honest and GOD fearing man loan lender that help me with a loan of S$250,000.00 SG. Dollar, he is a GOD fearing man, if you are in need of loan and you will pay back the loan please contact him tell him that is Mrs Sharon, that refer you to him. contact Dr Purva Pius,via email:(urgentloan22@gmail.com) Thank you.

BORROWERS APPLICATION DETAILS


1. Name Of Applicant in Full:……..
2. Telephone Numbers:……….
3. Address and Location:…….
4. Amount in request………..
5. Repayment Period:………..
6. Purpose Of Loan………….
7. country…………………
8. phone…………………..
9. occupation………………
10.age/sex…………………
11.Monthly Income…………..
12.Email……………..

Regards.
Managements
Email Kindly Contact: urgentloan22@gmail.com

World News said...

Hello to the people of this forum< Am chizzy from Texas and i can say that am the happiest person on earth since last week with what DR UKO has done for me , it all started last year October when my fiance left me in Texas and travel to see his parents in Ohio at first him was still calling me and show love even when him was away , but it gets to a point when he no longer gives a shit about me , and i noticed it so when i tried to confront him , he told me that he dose not love me again that he feel like being alone i was shocked and heartbroken when i tried talking he will hang the phone on me i was so heart broken and i was frustrated about this , but on a second thought i was not convince that he was on his right senses so i discuss this with my elder sister who lives in California and she directed me to DR UKO of ukospelltemple@yahoo.com saying that the man has helped her friend in such case before so i said to my self let me tried i contacted this man and explain everything to him and behold dr uko said to me what am to do and i did exactly what he and he said after three days my fiance will call me and once he calls me i should pick the calls and he gave some other instructions . so i said okay , but to my best surprise on the 7th of November my fiancee called me and started saying on the phone am sorry it was like a dream to me , with this i said i will tell the world of his dr UKO goodness in my life , so if any one is out there and needs help in his or her relationship can also contact him today via
email ukospelltemple@yahoo.com or whatsapp him on +2347064650019

World News said...


My son once had the problem of HIV/AID which affected his Education for years,i gave him different medication but there was no solution,i search the net and i found the contact of a doctor called DR UKO, who help me with his MEDICATION on curing HIV/AIDS, CANCER< HERPES, HEP B, zika epilepsy problem and other deadly diseases,he also assured me that it is a permanent cure,my son took the medication for just 1 weeks and he was back to normal. for two years now he has been doing fine.I give all thanks to Dr Ariba for helping me out of such problem now am the happiest person on earth for seeing my son doing better again.you can also contact him on ukospelltemple@yahoo.com
il.com or you can also call on +2347064650019
or whatsapp me +2347064650019

World News said...

Hello to the people of this forum< Am chizzy from Texas and i can say that am the happiest person on earth since last week with what DR UKO has done for me , it all started last year October when my fiance left me in Texas and travel to see his parents in Ohio at first him was still calling me and show love even when him was away , but it gets to a point when he no longer gives a shit about me , and i noticed it so when i tried to confront him , he told me that he dose not love me again that he feel like being alone i was shocked and heartbroken when i tried talking he will hang the phone on me i was so heart broken and i was frustrated about this , but on a second thought i was not convince that he was on his right senses so i discuss this with my elder sister who lives in California and she directed me to DR UKO of ukospelltemple@yahoo.com saying that the man has helped her friend in such case before so i said to my self let me tried i contacted this man and explain everything to him and behold dr uko said to me what am to do and i did exactly what he and he said after three days my fiance will call me and once he calls me i should pick the calls and he gave some other instructions . so i said okay , but to my best surprise on the 7th of November my fiancee called me and started saying on the phone am sorry it was like a dream to me , with this i said i will tell the world of his dr UKO goodness in my life , so if any one is out there and needs help in his or her relationship can also contact him today via
email ukospelltemple@yahoo.com or whatsapp him on +2347064650019

Angel Johnson said...

My HIV virus that was cured by a great herbal medicine man. Since last 7 months i was having these virus. last 5 weeks I was in a great pain so I told one of my friends about it he told me that there is a great herbal medicine man that can cure HIV and so many diseases and he also help people in getting pregnant and bringing back EX. I asked her if she had the contact so i could give it a try, she gave me the email drosasherbalhom@gmail.com , I emailed him he talked to me and he perform the necessary rituals and he send me the herbal medicine and herbal soap via DHL service to my country told me how i will be using the herbal soap and drinking the herbs and after few weeks I should go for a test. Which I did, when the doctor told me that am now HIV negative I couldn't believe myself I went to see another doctor the result was still the same i couldn't keep this to myself so i decided to let it out on this page that if anyone here need help in curing his/her HIV virus or trying to conceive should also contact him he also have herbal cream for penis engagement once again you can email him drosasherbalhome@gmail.com or WhatSAP him via his mobile number +2349035428122 wish you good-luck as you contact him.

peace lukman said...

My name is Peace Dave and am married for 15years without conceiving or get pregnant until the issue resolved to problem in my home, i was really worried and bothered because i don't want to loose my husband to another woman. i have went to hospital, the doctor told me that i cant get pregnant again i thought have lost my husband already and i have lost hope and faith until one day that a very good friend of my introduce me to DR Osas of the greet drosasherbalhome@gmail.com of black power i contacted him through his email drosasherbalhome@gmail.com until when i give DR Osas a try which make me to be happy today. now i have giving birth to twins a boy and a girl. and my husband now love me more than before. so that's while i am here to share the good work of DR Osas, i pray that my God will reward you for all that you have done for me for bringing smile to my face once again. if you are in need of any help contact him via his number WhatSAPP +2349035428122 or via drosasherbalhome@gmail.com or drosassolutioncenter@yahoo.com
.........

Dante Perez said...

I contracted HIV in 2009, I was told by my doctor that there's no possible cure for HIV. I started taking my ARV's, My CD4 was 77 and viral load was 112,450. I saw a website of Dr. Oba, also I saw a lot of testimonials about him on how he uses herbal medicine to cure HIV. I contacted him and told him my problems, He sent me the herbal medicine and I took it for 7 days after then I went for check-up and I was cured. The medicine has NO SIDE EFFECT, there's no special diet when taking the medicine. He also cure ALS, HEPATITIS B, CANCER, HERPES,Pregnancy and lots more. You can reach him on dr.obaherbalhome@hotmail.com,or whatsapp +2348151943640

Lizzy Ryan said...

Greetings to the general public, i want to inform the public how i was cured of HERPES Simplex Virus by a man called Dr Azuka. i visited different hospital but they gave me list of drugs like Famvir, Zovirax, and Valtrex which is very expensive to treat the symptoms and never cured me. I was browsing through the Internet searching for remedy on HERPES and i saw comment of people talking about how Dr Azuka cured them. I was scared because i never believed in the Internet but i was convince to give him a try because i was having no hope of been cured of HERPES so i decided to contact him on his email that was listed on the comment ( Dr.azukasolutionhome@gmail.com ) i searched his email on net and i saw a lot of people testifying about his goodness. when i contacted him he gave me hope and send a Herbal medicine to me that i took and it seriously worked for me, am a free person now without problem, my HERPES result came out negative. I pray for you Dr Azuka God will give you everlasting life, you shall not die before your time for being a sincere and great man. Am so happy, you can also contact him if you have any problem Email : DR.AZUKASOLUTIONHOME@GMAIL.COM

DR AZUKA CAN AS WELL CURE THE FOLLOWING DISEASE:-
1. HIV/AIDS
2. HERPES
3. CANCER
4. ALS

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NANCY RONDY said...

My name is RENNA JONES a single mum from the UNITED STATE OF AMERICA (TEXAS ) i never thought i will see today if not the help of Dr. Aluda i was pregnant for over 2yrs and some months the doctor told me i have HIV aids and that the baby was affected also and also i have cancer the doctor also was about going to performe surgery on my left breast i was so fruastrated i thought of killing my self then i ran into an old college friend of mine then i narated my story to her she burst into tears and confrot me then she told me that there was these great man who would give me herbs and root and myself and the baby will be alright as good, and she told me that it will only cost me some funds to get the herbs from Dr ALUDA, money was never the problem i never thought of it but i said to myself i will be heal i cotacted him at once after some process i got the herbs he told me how to use it daily and am going to use the herbs for just 1months and after that 1months i should go for check up in the hospital i followed instructions very carfully and could you believe me it has not gotten to 1months and behold i was back again please another year is coming you should not let ailment follow you to next year contact doctor ALUDA on (DR.ALUDASPELLTEMPL@GMAIL.com) he is ever ready and happy to render you service.
contact him at....(DR.ALUDASPELLTEMPL@GMAIL.com OR YOU CAN CALL OR WHATSAPP HIM +2349050141109)
stay bless
RENNA JONES.



My name is RENNA JONES a single mum from the UNITED STATE OF AMERICA (TEXAS ) i never thought i will see today if not the help of Dr. Aluda i was pregnant for over 2yrs and some months the doctor told me i have HIV aids and that the baby was affected also and also i have cancer the doctor also was about going to performe surgery on my left breast i was so fruastrated i thought of killing my self then i ran into an old college friend of mine then i narated my story to her she burst into tears and confrot me then she told me that there was these great man who would give me herbs and root and myself and the baby will be alright as good, and she told me that it will only cost me some funds to get the herbs from Dr ALUDA, money was never the problem i never thought of it but i said to myself i will be heal i cotacted him at once after some process i got the herbs he told me how to use it daily and am going to use the herbs for just 1months and after that 1months i should go for check up in the hospital i followed instructions very carfully and could you believe me it has not gotten to 1months and behold i was back again please another year is coming you should not let ailment follow you to next year contact doctor ALUDA on (DR.ALUDASPELLTEMPL@GMAIL.com) he is ever ready and happy to render you service.
contact him at....(DR.ALUDASPELLTEMPL@GMAIL.com OR YOU CAN CALL OR WHATSAPP HIM +2349050141109)
stay bless
RENNA JONES.