OPENING AND CLOSING

1A

Ex. 2.
1. Attention;
2. Benefit;
3. Credibility;
4. Direction.
Ex. 3.
Attention: a, c
Benefit: d, f
Credibility: b, g
Direction: e, h
Ex. 4.
Give them: a problem or puzzle, a surprising fact or statistics
Quote: somebody well-known
Show them: a photograph or cartoon, a video, a news headline
Ask them: a question, to raise their hand, to talk to a neighbor
Explode: a popular myth
Tell them: a joke, a story or anecdote
Ex. 5.
1. The speaker opens with a question and gives the examples of companies arguing over
their names. His presentation is going to be about brand identity.
2. The speaker explodes a myth about failing mergers. Her given examples were about
Pfizer and Cisco.
3. The speaker asks to raise their hands if they’ve backed up their hard disc in the last
week. “We know we should do it, but we just keep putting it off”.
4. A quote works best for me because as it presents the authority voice.
5. The speaker started talking about the big problem in the industry (many websites) and
then led to the tasks of his company.

Ex. 6.
The first example for me is the best one as the question attracts attention well and it’s not
necessary to answer it out loud, you can just reflect it through yourself. Also, the following
examples (of brands) make the interest stronger.
Ex. 7.
A – know
B – raise
C – turn
D – imagine
E – said
F – misconception
G – joke
H – like
1B
Ex. 2.
1 – Call for action
2 – Dramatic summary
3 – Heart-felt message
4 – Famous wise words
Ex. 4.
Summary: a, f, g, k
Action: c, h, m
Wisdom: b, I, l
Emotion: d, e, j
Ex. 7.
The “loop” technique is based on a circular conception: the subject the speaker started his
speech also closes the presentation. It creates a satisfying sense of completion.