The art of rhetoric with concise metaphors: communication with style


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Text comes from: Speak Limbic! Wirkungsvoll präsentieren - Präsentationen effektiv vorbereiten, überzeugend inszenieren und erfolgreich durchführen (2009) from Anita Hermann-Ruess, published by BusinessVillage Verlag, Reprints by friendly permission of the publisher.
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How do you make a speech really good? What stylistic devices help attract the attention of the audience? This is about the perfect stylistic device par excellence: concise metaphors.

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Anita Hermann-Ruess 91Anita Hermann-Ruess is a rhetoric and communication expert as well as lecturer at various universities.

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The perfect stylistic device: Concise metaphors

Many of us have already learned that in school: In short, the seasoning is the spice. But also: Metaphors make speeches more vivid. How do they work together?

Quite simply: In the combination of concise metaphors come out. A quasi ideal stylistic device.

Create messages in a contemporary way

If we want to bring a message to the man or the woman, there are different ways to make it more catchy:

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  1. On the one hand we give her the right spice by brevity.
  2. And we can clarify important things with metaphors.

Create conciseness by brevity

We produce conciseness when we limit ourselves to the essentials: short sentences, crisp formulations, striking statements.

Also here saves, as with others rhetoric- Receptions, the listener's brain recovers energy and enjoys the efficiency of the speech. As a result, what we say stays better.

Central messages crisp packed

Above all, pour your core messages into short and crisp slogans. Einägigleit is trumps.

As a result, this message has a high likelihood of being received sympathetically, especially by people in the audience who attach great importance to scarcity, clarity and brevity.

Brevitas - crisp slogans make an impact

This rhetorical principle is called "Brevitas" and is ideally suited to pour your central messages into short and crisp slogans.

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  • Imperative / Slogan: A slogan or imperative is a catchy phrase or phrase in rhetoric. Due to the conciseness and brevity, but also through the repetition in your presentation, an imperative or slogan ensures security through recognition, comprehensibility through brevity, and particularity through uniqueness. Above all, pack your central thesis.
  • Anakoluth: Set demolition. You leave your argument in the balance. Stimulates the imagination of your conversation partner.

Clarify through metaphors

Comparisons, analogies and metaphors are helpful in understanding. They are structures for understanding and linking things on the basis of what exists.

An example: The new is similar to the known / the new corresponds to the known like this: ...

Looking for comparisons in the lifeworld of the listener

It is important to look for the comparisons in the lifeworld of the audience. What we learn at an early age becomes the foundation for further learning.

New material must be linked to existing knowledge. Only in this way can a stable knowledge network emerge. That's how the neurons in our brain work.

Results of attention research

Attention research can prove that nothing captivates our attention like human faces.

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The animated fascinates us more than the inanimate, the moving more than the rigid, the concrete more than the abstract.

Animated faces fascinate more

This principle takes advantage of the rhetorical figure, which transfers the qualities of living beings to inanimate objects, the personification.

Through this personification, even a dry lecture is vivid, original and dynamic - he lives, so to speak.

Rhetorical figures at a glance

Some typical rhetorical figures at a glance:

  • Metaphor: The metaphor has the function of replacing something with something else. Metaphors make a subject plausible.
  • Analogy: Find suitable examples and facts that everyone knows, with which you can "equate" your difficult topic according to the pattern: A relates to B like C to D.
  • Personification: In personalization, objects come to life. Her reasoning becomes much more vivid, amusing and dynamic.

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    The Perfect Speech - 4 / 4: Concise Metaphors CHARACTER PICTURES - Exciting contributionRcdsz7wbBx

  2. Anita Hermann-Ruess

    Thanks for the sharen!

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