address the audiences’ concerns, pitch the speech at the right level and avoid offending the audience. A good speech helps the speaker to connect to the audience, and is more likely to get the audience’s attention, reach their hearts and produce the intended effect. It is of course not always possible to collect comprehensive data about the target audience, particularly when they are heterogeneous, but it pays if the speaker is conscious of the need and makes an effort to do so. The tactics therefore are to “customize your talk every time you give it. Each audience is different and has different needs and expectations” (Templeton, 2010, p. 22). “Your job as a CAES9921 Great Speeches: Rhetoric and DeliveryPage 56
2018-19 speaker is not to put on a perfect show, but to reach each person one by one”, as "audiences are made up of individuals who want to be reached" (cited in Rowh, 2009). Task 3Analysing a speech Audience is undoubtedly a core element which determines the style of a speech. However, the importance of other elements should not be downplayed. The SPAM model introduced below alerts you to other variables that affect the style of a speech. The SPAM model of public speaking SPAMis an acronym for the standard public speaking model: Situation, Purpose, Audience, and Method. Consider all four factors when you are writing up your speech. Situationis the time and place where you deliver your speech. It includes the physical, social, psychological, and time element in which communication takes place. Purposeis the goal the speaker hopes to achieve with his or her speech. Audiencerefers to the people to whom the speech is directed. Methodis the speaker’s means of adapting the message to the audience. Method includes the speaker’s tools and strategies, such as organization, language, and mood. (Adapted from Rozakis, 1999) It has been suggested that Nick Vujicic is one of the best motivational speakers in recent years. Despite his major physical disabilities, Nick has made many world tours inspiring people with his own thoughts on faith, hope and love and helping people overcome their own challenges and difficulties. Now watch the video (URL: ). (For the whole speech, you can refer to: ) What is your general opinion or overall comment about the speech(es) given by Nick? Do you agree with what he said? Do you find his speech(es) convincing? [You can focus on a variety of aspects e.g. the content, structure/organization, complexity of language of the speeches, the use of vocabulary, body language, delivery style, audience awareness of the speakers, etc.] CAES9921 Great Speeches: Rhetoric and DeliveryPage 57
2018-19 Task 4 Awareness of the audience and speech types As stated in the previous tasks, the success of a speech is very much contingent on how close the audience perceives the speech is related to them. In other words, matching the audience’s expectation of a speech is an important key to success.