Exciting Campaigns, Electrifying Speeches： Part B在线视频

The second element of the winning formula
美国总统演讲中获胜法宝的

in US presidents’ speeches is logos.
第二个要素是理性诉求

Logos means logic.
理性诉求意味着逻辑

A speech needs to be organized logically
演讲需要有条理

so people can follow along.
这样人们才能跟上演讲者的思路

Besides, facts and figures must be provided to make your case.
除此之外 事实和数字描述是必要条件

Let’s make a case study of two inaugural addresses.
让我们以两个就职演说为例进行研究

President Obama’s first inaugural address
奥巴马总统的第一次就职演说

and Ronald Reagan’s first inaugural address.
和罗纳德・里根的第一次就职演说

In President Obama’s first inaugural address,
在奥巴马总统的第一次就职演说中

he followed a clear outline:
他遵循一个清晰的提纲:

Be frank and honest about the realities
坦诚面对经济和战争的现实

of the economy and wars

The sagging morale and lack of confidence
国内士气低落 缺乏信心

Then he appeared strong
然后他变得坚强起来

After that he offered an olive branch to the world
向世界伸出橄榄枝

Finally he made a call-to-action for personal contributions
最后 他号召大家行动起来做出个人的贡献

Let's look at the video
让我们看看录像

First, President Obama
首先 奥巴马总统

honestly acknowledges the economic crisis
坦率地承认今天的经济危机

Today I say to you that the challenges we face are real.
今天我要说 我们的确面临着很多

They are serious and they are many.
严峻的挑战

That we are in the midst of crisis is now well understood.
现在我们都深知 我们身处危机之中

Our nation is at war,
我们的国家在战斗

against a far-reaching network of violence and hatred.
对手是影响深远的暴力和憎恨

Our economy is badly weakened,a consequence
国家的经济也受到严重的削弱

of greed and irresponsibility on the part of some,
原因虽有一些人的贪婪和不负责任

but also our collective failure to make hard choices
但更为重要的是我们作为一个整体在一些重大问题上决策失误

and prepare the nation for a new age.
同时也未能做好应对新时代的准备

Homes have been lost; jobs shed;businesses shuttered.
我们的人民正在失去家园失去工作 很多企业倒闭

Our healthcare is too costly;
社会的医疗过于昂贵

our schools fail too many;
学校教育让许多人失望

and each day brings further evidence that
而且每天都会有新的证据显示

the ways we use energy strengthen our adversaries
我们利用能源的方式助长了我们的敌对势力

and threaten our planet.
同时也威胁着我们的星球

Then he reminds his audience of the struggles of the past
然后他提醒他的听众

which were overcome.
过去的斗争已经被克服

He concludes this section by reminding everyone that
最后 他提醒大家

the core American strength still persists .
美国的核心力量依然存在

The theme for Obama’s inauguration speech
奥巴马就职演说的主题

could be expressed as “drawing strength from our common past”.
可以表述为“从我们共同的过去中汲取力量”

This speech repeatedly drew examples from the past.
这篇演讲反复引用过去的例子

For us, they packed up their few worldly possessions
为了我们 先辈们带着微薄的细软

and traveled across oceans in search of a new life.
横渡大洋 寻找新生活

For us, they toiled in sweatshops and settled the West;
为了我们 先辈们忍辱负重

endured the lash of the whip and plowed the hard earth.
用血汗浇铸工厂

For us, they fought and died,
为了我们 先辈们在荒芜的西部

in places like Concord and Gettysburg; Normandy and Khe Sahn.
大地辛勤耕作 定居他乡

In fact, most inaugural addresses share the similar structure:
事实上 大多数就职演说都有相似的结构

Acknowledgements
致谢

Difficulties
困难

confidence
自信

source of confidence
信心的来源

hope and call for action
希望和行动的源泉

Source of confidence is based on the
信心的源泉建立在

glorious past of the United States.
美国辉煌的过去之上

Past facts are often used to support an argument
过去的事实常被用来支持论点

This is example for effective use of logos.
这是理性诉求有效使用的例子

Take Ronald Reagan’s first inaugural Address
以罗纳德・里根的第一次

as another example.
就职演说为例

We suffer from the longest
我们遭遇到我国历史上历时最长

and one of the worst sustained inflations in our national history.
最严重之一的通货膨胀

It distorts our economic decisions, penalizes thrift,
它扰乱着我们的经济决策 打击着节俭的风气

and crushes the struggling young
击垮挣扎中的年轻人

and the fixed-income elderly alike.
和有固定收入的老年人

It threatens to shatter the lives of millions of our people.
它有可能破坏我们数百万人民的生活

Idle industries have cast workers into...
停滞的工业使工人

Standing here, one faces a magnificent vista,
站在这里 你会看到一幅壮丽的景色

opening up on this city’s special beauty and history.
展现出这座城市独特的美丽和历史

At the end of this open mall
而在这个广场另一端

are those shrines to the giants on whose shoulders we stand.
就是我们伟大的先贤们的圣坛

Directly in front of me,
我的正前方就是

the monument to a monumental man.
乔治・华盛顿纪念碑

George Washington, father of our country.
我们伟大的国父

A man of humility who came to greatness reluctantly.
一个谦逊的人 不情愿成为伟人

He led America out of revolutionary victory
是他领导了独立革命的胜利

into infant nationhood.
并创建了这个国家

Off to one side, the stately memorial to Thomas Jefferson.
在其另一旁则是另一位伟大的先贤 托马斯・杰弗逊

The Declaration of Independence flames with his eloquence.
独立宣言的作者

And then beyond the Reflecting Pool,
而在水池的尽头

the dignified columns of the Lincoln Memorial.
是雄伟的林肯纪念堂

Whoever would understand in his heart
从林肯的一生中你能体会到

the meaning of America will find it in the life of Abraham Lincoln.
什么是美国精神

In this part,
在这一部分中

President Reagan referred to the founding fathers
里根总统提到了美国的开国元勋

and the forerunners of the United States
和先辈们

to support his theme that
以支持他的主题

they can draw strength from the history
即他们可以从历史中汲取力量

to overcome any difficulty.
克服任何困难

A successful speech not only changes the mind
一次成功的演讲不仅能改变思想

but also touches the heart.
也能触动心灵

Here comes the third element of the winning formula, pathos.
这是胜利法宝的第三个要素 情感诉求

What does pathos mean?
什么是情感诉求

It means emotions.
即感情

We are moved by our emotions
我们被自己的情感所感动

� hitting the heart and the gut.
触动心灵

The better you know the people that you want to persuade ,
你越了解你想说服的人

the better you can move them.
你就越能打动他们

Ronald Reagan was an inspirational speaker
罗纳德?里根是一位鼓舞人心的演说家

who planted hope in the minds of Americans
他通过演讲在美国人

through his speeches.
心中播下了希望

One of his most famous speeches,
他最著名的演讲之一

his First Inaugural Address,
他的第一次就职演说

was spoken when he won the race for Presidency in 1980.
是在1980年赢得总统竞选时发表的

President Reagan wanted to inspire the American people
里根总统希望激励美国人民

and inform them of how he planned to run the United States.
告诉他们他计划如何管理美国

In this famous speech,
在这篇著名的演讲中

Ronald Reagan used pathos to conjure emotion
罗纳德・里根用悲情

within his audience.
唤起了听众的情感

Under one such a marker lies a young man, Martin Treptow,
在这些墓碑中 有一个叫做马丁特雷普托

who left his job in a small town barber shop in 1917
他在1917年辞掉了小镇的理发店工作

to go to France with the famed Rainbow Division.
跟随著名的“彩虹师”去了法国

There, on the Western front,
在西线

he was killed trying to carry a message
他在为营长传递命令时

between battalions under heavy fire.
被重炮击中牺牲

We're told that on his body was found a diary.
后来 在他的尸体上

117
00:07:36,927 --> 00:07:40,726
On the flyleaf under the heading, “My Pledge,”
我们发现了一本日记

he had written these words:
在扉页上他写道

"America must win this war.
我发誓 美国必须赢得这场战争

Therefore, I will work; I will save; I will sacrifice;
所以 我会奋斗 我会拯救 我会牺牲

I will endure; I will fight cheerfully and do my utmost,
我会忍受 我会奋勇战斗

as if the issue of the whole struggle depended on me alone."
就好比所有挣扎都将由我一个人来肩负”

The similar emotional appeal can also be found
在奥巴马总统的第一次就职演说中

in President Obama’s first inaugural address.
也可以找到类似的感召力

So let us mark this day with remembrance,
因此 让我们记住今天

of who we are and how far we have traveled.
记住我们是谁 记住我们走了多远

In the year of America’s birth, in the coldest of months,
在美国诞生的那一年 在最寒冷的季节里

a small band of patriots huddled by dying campfires
一小群爱国志士在结冰的河岸上

on the shores of an icy river.
围在快要熄灭的营火旁

The capital was abandoned.
首都被遗弃了

The enemy was advancing.
敌人正在前进

The snow was stained with blood.
雪地上沾满了鲜血

At a moment when the outcome of our revolution
当我们革命的结果

was most in doubt,
遭到质疑的时候

the father of our nation ordered these words be read to the people:
我们的国父吩咐将这些话念给百姓听

“Let it be told to the future world…that in the depth of winter,
我们要让未来的世界…在这个酷寒的冬季

when nothing but hope and virtue could survive…
只有希望和美德能够生存

that the city and the country,
这个城市和这个国家

alarmed at one common danger, came forth to meet it.”
一起面对同一个危险

With hope and virtue,
带着希望和美德

let us brave once more the icy currents,
让我们再一次勇敢地面对冰冷的激流

and endure what storms may come.
去承受可能发生的风暴

In these speeches, feelings of anxiety,
在这些演讲中

compassion, hope, etc are ignited.
焦虑 同情 希望等情绪被点燃

In conclusion
总之

In the presidential election campaigns,
在总统竞选活动中

speeches play a significant role in the fierce competition.
演讲在激烈的竞争中扮演着重要的角色

Presidential candidates make effective use of the three pillars
总统候选人有效利用公共演讲的三大原则

of public speaking to make their speeches inspiring
使他们的演讲富有启发性

and persuasive.
和说服力

People were thrilled to hear FDR’s New Deal,
人们听到罗斯福新政

John F. Kennedy’s New Frontier,
约翰肯尼迪的新边疆

Ronald Reagan’s American Renewal,
罗纳德里根的美国复兴

Barack Obama’s Yes, We Can.
巴拉克・奥巴马“是的 我们可以”都很兴奋

These phrases have become time-honored household names,
这些短语已经成为家喻户晓的老字号

representing the milestones in American history.
是美国历史上的里程碑

The combination of grace, charisma, wit, eloquence
每位总统的风度 魅力

and style presented by each president
机智 口才和风格的结合

influenced the choice of voters
影响了选民的选择

and will have a far-reaching influence on both the politicians
并将对未来的政治家和公众

and the public in the future.
产生深远的影响

So everybody,in this chapter
所以 在这一章里

You’ve got some understanding of the US presidential election,
大家对美国总统大选有了一些了解

and some effective presentation skills
以及一有用的演讲技巧

that you will find very helpful in your future career
你们会发现这些技巧对你们未来的职业生涯很有帮助

I hope you will make a dazzling speech in the future.
我希望你以后能做一次精彩的演讲

I wish you well
祝你好运