卡耐基演讲·二、“T——I——S”三段式

对大部分的介绍辞而言，“T——I——S”这个公式是个方便的指引，可以帮助你组织好搜集到的资料：For most introductions, the T-I-S formula serves as a handy guide in organizing the facts you have collected in your research:

“T”代表题目。宣布讲演者的准确讲题，然后展开介绍。1.T stands for Topic. Start your introduction by giving the exact title of the speaker's talk.

“I”代表重要性。在这个阶段，要在题目和听众的兴趣间架起一座桥梁。2.I stands for Importance. In this step you bridge over the area between the topic and the particular interests of the group.

“S”代表讲演者。在这里列出讲演者杰出的资历，尤其是与他的讲题有关的。最后，明确而清楚地宣布他的姓名。3.S stands for Speaker. Here you list the speaker's outstanding qualifications, particularly those that relate to his topic. Finally, you give his name, distinctly and clearly.

这个公式有许多可供你施展想象力的地方。介绍辞实在没有必要被收缩得枯燥无味。现在用一个例子来说明怎样依照该公式进行介绍辞的准务，却又不露公式的痕迹。这是为纽约电话公司的主管乔治·韦勃做的介绍辞：There is plenty of room in this formula for using your imagination. The introduction need not be cut and dried. Here is an example of an introduction that follows the formula without giving the effect of a formula at all. It was given by a New York City editor, Bomer Thorne. when he introduced a New York Telephone Company executive, George Wellbaum, to a group of newspaper men and women:

“我们演讲人的题目是‘电话为你服务’。Our speaker's topic is "The Telephone Serves You".

“对我而言，这世界有好多神秘的东西——像爱情啦，像赌马人的执著啦——而其中之一，是打电话时所发生的奇妙的事情。It seems to me that one of the world's big mysteries-like love and a horse player's persistence-is the mystery of what happens when you make a telephone call.

“你的电话号码怎么会错？为何有时你从纽约打电话到芝加哥，反而比从家里打到山的那边的另一个城镇还要快？我们的讲演人知道答案，还有其他的一切有关电话问题的答案。20年来，他的工作一直是：将有关电话的各种详细资料整理分类，使这一事业为所有的人都明了。他是一位电话公司的主管，因勤奋工作而获此头衔。Why do you get a wrong number? Why can you sometimes make a call from New York to Chicago quicker than from your own home town to another town just over the hill? Our speaker knows the answers, and all the others to telephone questions. For twenty years it has been his job to digest all sorts of details about the telephone business and to make this business clear to other people. He is a telephone company executive who has earned his title by work.

“现在他要告诉我们，他的公司为我们服务的方法。如果各位对今日的电话服务感情深浓，请把他当做施恩的圣者。如果各位最近深为电话所扰，请让他做答辩的发言人。He will speak to us now about the ways his company serves us. If you are feeling friendly toward the service today, look on him as a patron saint. If you've recently been annoyed by your telephone, let him be a spokesman for the defense.

“各位先生、各位女士：现在我们欢迎我们的演讲人——纽约电话公司的副总裁，乔治·韦勃先生。”Ladies and Gentlemen, the vice-president of the New York Telephone Company, Mr. George Wellbaum.

这个做介绍的人是多么巧妙地让听众想起了电话。他提出问题，激起听众的好奇心，然后指出讲演者可以回答这些和听众可能提出的问题。Notice how cleverly the introductory speaker gets the audience thinking about the telephone. By asking questions he excites their curiosity and then indicates that the speaker will answer these questions and any others the audience may have.

我不相信这番介绍辞是预先写下来背好的，因为就算是写在纸上，读来仍然口语一样的明畅自然。介绍辞不宜事前记诵。柯妮莉亚·奥提斯·史金纳一次让一位晚会主席介绍时，这个主席就忘了背好的词儿。她深深吸了一口气，然后说：“由于柏德上将索价过高，我们今晚请来的是，柯妮莉亚·奥提斯·史金纳。”I doubt that this introduction was written out or memorized. Even on paper it sounds conversational and natural. An introduction should never be memorized. Cornelia Otis Skinner was once introduced by a chairman of the evening whose memorized words she forgot as she began. She took a deep breath and then said,"Due to the exorbitant price of Admiral Byrd, we have with us this evening, Miss Cornelia Otis Skinner."

介绍辞应真心自然，仿佛出于临场，而不是僵硬的东西。The introduction should be spontaneous, seemingly arising out of the occasion, not strait-laced and severe.

上面所引用的对韦勃先生的介绍辞中，没有陈词滥调，像“它给我们莫大快乐”和“我很荣幸地向各位介绍”等。宣布讲演人的最佳方法是说出他的名字，或说“我介绍”，然后说出他的姓名。In the introduction of Mr. Wellbaum, quoted above, there are no cliches, such as, "it gives me great pleasure" and "it is a great privilege to introduce to you". The best way to present a speaker is to give his name or to say, "I present" and give his name.

有些主持人的毛病是说得太长，搞得听众烦躁不安。有些人则纵情于不切实际的高谈阔论中，想使讲演人和听众深深记住自己的重要性。还有些人的错误，则是喜欢扯些笑话，有时品味也不怎么高，或者追求“幽默”，高捧或贬抑讲演人的职业。若是有心使自己的介绍发挥效力，以上这些错误都是应该避免的。Some chairmen are guilty of talking too long and making the audience restive. Others indulge in flights of oratorical fancy in order to impress the speaker and the audience with a sense of their importance. Still others make the sad error of dragging in "canned jokes" sometimes not in the best taste, or of using humor that patronizes or deprecates the speaker's profession. All of these faults should be avoided by the man who is desirous of achieving the purposes of an effective introduction.

这里还有另外的一个例子，它紧紧遵从“T——I——S”的公式，而自己的个性却呼之欲出。请留意艾格·L.史纳迪是怎样使用公式的三个阶段来介绍著名的科学教育家兼编辑——杰罗德·温德的：Here is another example of an introduction that closely follows the T - I -S formula and yet has an individuality all its own. Note especially the way Edgar L. Schnadig blends the three phases of the formula as he introduces the distinguished science educator and editor, Gerald Wendt:

“‘今日科学’——我们讲演人的题目，是一件严肃的事。它让我想起一个故事，一个精神错乱的病人幻想自己体内有只猫。心理医师由于提不出反证，假装为他施行手术。等他从麻醉剂中醒过来时，医师给他看了一只黑猫，并告诉他说他的毛病已经治好了。谁料他却说：‘对不起，医生，那一直吵着我的猫是灰色的呢！’Science Today, our speaker's topic, is a serious business. It reminds me of the story of the psychopathic patient who suffered from the hallucination that he had a cat in his insides. Unable to disprove this, the psychiatrist simulated an operation. When the man came out of the ether, he was shown a black cat. and was told his troubles were over. He replied, "I'm sorry, doctor, but the cat that is bothering me is gray."

“今日的科学也是这样，你去抓一只叫做U—235的猫，结果抓来一群小猫，叫什么镎、钚、铀233或别的什么。这些元素，像芝加哥的冬天，都一一给击败了。古时候的炼金家，世界上第一个核子科学家，临终时还苦苦哀求上帝能多宽限一天，让他可以发现宇宙的秘密。现在的科学家，却制造了连宇宙都梦想不到的秘密。So it is with science today. You reach for a cat called U-235, and you come up with a flock of kittens called neptunium, plutonium, uranium 233 or something else. Like a Chicago winter, the elements are overpowered. The alchemist of old, the first nuclear scientist, on his deathbed begged for one more day to discover the secrets of the universe. Now scientists produce secrets of which the universe never dreamed.

“我们今天的讲演人，了解当今科学的现实和其将来的发展趋势。他曾是芝加哥大学的化学教授，宾夕法尼亚州立学院院长，俄亥俄州、哥伦比亚的巴德尔工业研究所所长。他曾以科学家的身份任职政府部门，又是一位编辑和作家。他出生于爱荷华州的达文波特，在哈佛大学获得学位。他在军工厂完成训练，也曾行游欧洲各地。Our speaker today is one who knows about science as it is, and as it may be. He has been a professor of chemistry at the University of Chicago, dean of the Pennsylvania State College, director of the Battelle Institute of Industrial Research at Columbus, Ohio. He has been a scientist in the government service, and editor and author. He was born in Davenport, Iowa, and received his professional degree at Harvard. He completed his training in war plants, and has traveled extensively in Europe.

“我们的讲演人是好几门科学教科书的作者和编辑。他最著名的一本书，是他担任纽约‘世界博览会’科学部主任时出版的《明日世界的科学》。他是《时代》、《生活》、《财富》以及《时局》等杂志的科学顾问，因此他对科学新闻的诠释，广为大众熟知。我们的讲演者所著的《原子时代》出版于1945年，正是原子弹投掷于广岛十天之后。他常常挂在嘴边的一句话是‘最好的终会一定来到’。我要骄傲地介绍，想必各位亦乐于听到的，他就是《科学画报》的编辑郭主任，杰罗德·温德博士。”Our speaker is author and editor of numerous textbooks in several sciences. His best-known book is Science for the World of Tomorrow, published when he was director of science at the World's Fair in New York. As consulting editor to Time, Life, Fortune, and March of Time, his interpretation of scientific news reached a wide audience. The Atomic Age by our speaker appeared in 1945, ten days after the bomb hit Hiroshima. His pet phrase is "The best is yet to come" and so it is. I am proud to present, and you will be happy to hear, the editorial director of Science Illustrated, Dr. Gerald Wendt.

几年前，在介绍中对讲演人进行吹捧还一度是讲坛时尚。那时，主席不断地在讲演人身上堆金砌玉，可怜的讲演人常被这样浓烈的谄媚气味熏倒。Not many years ago it was a kind of oratorical fashion to over-praise the speaker in the introduction. Bouquets of flowers were heaped upon the speaker by the chairman. The poor speaker was often overwhelmed by the heavy odor of flattery.

受欢迎的密苏里州堪萨斯城的幽默太师汤姆·柯林斯，对《主持人手册》的作者何伯·普洛斯诺说，“一个讲演人若想诙谐幽默一番，却先对听众拍着胸脯说，他们很快会乐不可支，在走道上滚来滚去，那就完蛋了。当主持人开始支支吾吾说什么威尔·罗杰斯时，你就不如回家割腕自杀吧，因为你已经完了。”A popular humorist, Tom Collins, of Kansas City, Missouri, told Herbert Prochnow, author of The Toastmaster's Handbook, that "it is fatal to a speaker who intends to be humorous to promise his audience they soon will be rolling in the aisles with uncontrollable mirth. When a toastmaster begins to mumble about Will Rogers, you know you might just as well cut your wrists and go home, because you are ruined."

另一方面，也不能赞誉不及。史蒂芬·李科克回忆一位主持人是这样结束的介绍辞：On the other hand, don't under-praise either. Stephen Leacock recalls the time he had to respond to introductory remarks that ended in this manner:

“这是本年冬季一系列讲演的第一次讲演。上一系列各位都知道，并不成功。事实上，我们是以赤字撑过年底的。所以，今年我们使用了一条新思路，试试较低廉的人才。容我介绍李科克先生。”This is the first of our series of lectures for this winter. The last series, as you all know, was not a success. In fact, we came out at the end of the year with a deficit. So this year we are starting a new line and trying the experiment of cheaper talent. May I present Mr. Leacock.

对于这些，李科克淡淡地说：“想一想，站出来面对听众，身上标着‘低廉人才’，是什么样的感觉。”Mr. Leacock dryly comments, “Judge how it feels to crawl out in front of the audience labelled ‘cheaper talent’.”