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卡耐基演讲·三、与听众融为一体

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2021年11月29日

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三、与听众融为一体

讲演时,要尽快指出你和听众之间有某种直接的关系。如果感到被邀请很荣幸,就照实说吧。哈罗德·麦克米兰在印第安纳州绿堡的德堡大学跟毕业班的学生讲话时,就这样打开了沟通的通道。As soon as possible, preferably in the first words you utter, indicate some direct relationship with the group you are addressing. If you are honored by being asked to speak, say so. When Harold Macmillan spoke to the graduating class at Depauw University in Greencastle, Indiana, he opened up the lines of communication in his first sentence.

“我很感激各位亲切的欢迎,”他说,“身为英国的首相,应邀前来贵校,的确不是简单的事。不过我感觉,我当前的政府职位,恐怕不是各位盛情邀请的主要原因。”接着,他提到自己的母亲是美国人,出生于印第安纳州,而父亲则是德堡大学首届毕业生之一。I am very grateful for your kind words of welcome, he said. "for a Prime Minister of Great Britain to be invited to your great university is an unusual occasion. But I feel that my present office was not the only nor, indeed, perhaps the main reason for your invitation. " Then he mentioned that his mother was an American, born in Indiana, and that her father had been one of DePauw's first graduates.

“我可以向各位保证,我以能和德堡大学有些关系感到光荣,”他说,“并以能重温老家的传统为骄傲。”I can assure you that I am proud to be associated with DePauw University, he said, "and to renew an old family tradition."

这是不用怀疑的,麦克米兰提到这所学校以及母亲和身为先驱的父亲,立刻就为自己赢得了友谊。You may be sure that Macmillan's reference to an American school and to the American way of life which his mother and her pioneer father knew made friends for him at once.

另一种方法,就是提到听众中某人的名字。有一次,在讲演前的宴会上,我坐在主讲人的旁边。我很奇怪他对每一个人都非常好奇,不停地向宴会的主人打听,比如穿蓝色西装的人是谁,或那帽子缀满花朵的女士芳名是什么?直到他站起来讲话时,我才了解他为什么好奇的原因——他非常巧妙地把方才了解的名字使用在自己的讲演里,我看到那些名字被提到的人脸上洋溢着快乐,这个简单的技巧也已经为讲演者赢得了听众温暖的友情了。Another way to open the lines of communication is to use the names of people in the audience. I once sat next to the main speaker at a banquet and I was amazed at his curiosity concerning various people in the hall. All through the meal he kept asking the master of ceremonies who the person in the blue suit at one table was, or what was the name of the lady in the flowered hat. When he arose to speak, it became evident at once why he was curious. He very cleverly wove some of the names he had learned into his talk, and I could see the evident pleasure on the faces of the persons whose names were used and I sensed the warm friendliness of the audience that this simple technique won for the speaker.

再看看通用动力公司总裁小法兰克·裴斯如何使用了几个名字,便产生了意想不到的效果。这是他在纽约“美国生活宗教公司”一年一度的晚宴上的讲演:Notice how Frank Pace, Jr., speaking as the president of the General Dynamics Corporation, worked in a few names to advantage. He was speaking at an annual dinner of Religion in American Life, Inc., in New York:

“从很多方面来讲,今晚都是让我感到愉快而且有意义的一晚,”他说,“首先,我的牧师罗伯·艾坡亚就在听众席里。他的言语、行为和领导能力,已使他成为我个人、我家人以及我们所有听众的一种激励和启示……其次,路易·施特劳斯和鲍伯·史帝文斯二人对宗教的热诚,已从他们对公共事业的热忱中表露无遗。能坐在他们二位中间,也是我莫大的快乐……”This has been a delightful and meaningful evening for me in many ways, he said. "first, I have my own minister, the Reverend Robert Appleyard, here in the audience. By his words, deeds, and leadership he has been an inspiration to me personally, to my family, and to our entire congregation... Secondly, to sit between Lewis Strauss and Bob Stevens, men whose interest in religion has been amplified by their interest in public service ... is again a source of great personal pleasure..."

不过有一点需要小心:如果使用比较奇特的名字,而这些名字是询问得知的,必须确定它们正确无误;必须确实了解自己使用这些名字的原因;而且只能以一种友好的方式来提到它们,当然还得有节制。One word of caution: If you are going to work strange names into your talk, having learned them through inquiries made for the occasion, be sure you have them exactly right; be sure you understand fully the reason for your use of the names; be sure you mention them only in a favorable way; and use them in moderation.

其他也还有一个方法,让听众始终保持高度的注意力。在演讲中使用第二人称代词“你”,而不要使用第三人称“他,他们”。这可以让听众保持一种亲身参与的感觉。在前面已经指出,演讲者如果想抓住听众的注意力和兴趣点,是不能忽视这一点的。我摘录了一位学员题为《硫酸》的讲演中的数段,来作为一个实例。Another method of keeping the audience at peak attentiveness is to use the pronoun "you" rather than the third-person" they". In this way you keep the audience in a state of self-awareness, which I have pointed out earlier cannot be overlooked by the speaker if he is to hold the interest and attention of his listeners. Here are some excerpts from a talk on Sulphuric Acid by one of our students in a New York City class:

“硫酸和我们的生活联系紧密。如果没有硫酸,你的汽车就不能行驶,那你就只能像古时候那样骑马或驾驶马车,因为提炼汽油和制造汽车时,需要使用到硫酸。不管是你办公室的,还是家里照明用到电灯,如果没有硫酸,就不会出现。Sulphuric acid touches you in your life in a score of ways. If it were not for sulphuric acid, your car would stop, for it is used extensively in the refining of kerosene and gasoline. The electric lights that illuminate your office and your home would not be possible without it.

“你早上起床后,打开水龙头放水洗澡。那镍质的水龙头,在制造的过程中也少不了要使用硫酸;制造你的搪瓷浴缸时,也需要硫酸;你使用的肥皂也可能是用油脂和硫酸制成的;你使用毛刷的刷毛以及赛璐珞质的梳子,如果没有硫酸也制造不出来。还有,你的刮胡刀当初在经过热处理后,也一定曾经浸在硫酸中处理过。When you turn on the water for your bath, you use a nickel-plated faucet, which requires sulphuric acid in its manufacture. The soap you use has possibly been made from greases or oils that have been treated with the acid. The bristles in your hairbrush and your celluloid comb could not have been produced without it. Your razor, no doubt, has been pickled in it after annealing.

“接着你下楼吃早餐。如果你使用的杯子与盘子刚好不是纯白色的,那更是少不了它。只要你的汤匙、刀子、叉子是镀银的,就要在硫酸中浸过。You come down to breakfast. The cup and saucer, if they are other than plain white, could not have come into being without it. Your spoon, knife and fork have seen a bath of sulphuric acid if they are silver-plated.

“如此这般,在一整天的时间里,在每一个生活的层面,它都会影响到你。不管你走到哪儿,都无法逃过它的影子。” And so on through the whole day sulphuric acid affects you at every turn. Go where you will, you cannot escape its influence.

这是我们在纽约的一个训练班的一个学员所讲的。他巧妙地使用了“你”,把听众融入到具体的情景中,保持了听众的注意力。不过,也有些时候使用“你”是很危险的,它可能不是在你和听众间建立桥梁,反而造成了分裂。比如,当你似乎以智者的身份居高临下地对听众讲话或说教时,这种情形便会发生。这个时候最好的方法是说“我们”,而不是使用“你”了。By skillfully using" you" and inserting his listeners into the picture, this speaker was able to keep attention alive and glowing. There are times, however, when the pronoun "you" is dangerous, when it may establish a cleavage between speaker and audience rather than a bridge. This occurs when it might seem as though we were talking down to our audience or lecturing it. Then it is better to say "we" instead of "you".

美国医药协会的健康教育组组长,W.W.鲍尔博士,常在广播电台和电视上的讲演是这样的:“我们都想知道怎样去选个好医生,是不是?”他总是用这样的口吻说:“那我们既然想从医生那里获得好的服务,我们是不是应该知道怎样做个好病人呢?”Dr. W. W. Bauer, Director of Health Education of the American Medical Association, often used this technique in his radio and television talks. "We all want to know how to choose a good doctor, don't we?" he said in one of his talks. "And if we are going to get the best service from our doctor, don't we all want to know how to be good patients?"


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