• "What do you mean?"
• "Why should I believe you?"
• "So what?"
General
Tea is very popular.
Less General Specific
Large quantities of tea are consumed by people around the globe;
The tea os second onlyto wateras the world's most consumed beverage.
More tea is consumed each year than all other manufactured drinks in the world put together, including coffee, chocolate, soft drinks, and alcohol. Total tea consumption is 4 billion kilograms annually.

I.
Examples
• Research has shown that vivid, concrete examples have strong impact on listener's beliefs and actions. "the very life of the speech"
Without vague impersonal lifeless
With specific personal lively

(1) Brief Examples 简要事例（特定事例）
• Brief examples, also called instances, may be referred to in passing to illustrate a point.
（以顺便提及的方式阐明观点）
• e.g.
• Changes in technology have made it possible for doctors to work wonders that once seemed impossible. Roger Charter, for example, lost his feet when they were crushed in a truck accident. Now he has new feet — made of a springy plastic alloy that duplicates a normally arch. Not only can he wlak normally, but he can run and play sports again.

• Another way to use brief examples is to pile them one upon the other until you create the desired impression.
• e.g.
• Japanese businessmen have already applied Confucian ethics in their business management, and the American military academy, West Point, has taken Sunzi's the Art of War as one of their textbooks. In these years, the cream of our culture, such as traditional medical science and medicine, acupuncture, Tai Chi, and paper cutting, has won popularity in the world.
• (China's traditional culture has vigor and vitality in today's globalized world)
• 常见于演讲中：
Yes, we can. I Have a Dream.

(2) Extended Examples & Hypothetical Examples
• Extended examples are often called narratives, illustrations, or anecdotes. By telling a story vividly and dramatically, they pull listeners into the speech.
• Hypothetical examples, one that describes an imaginary situation, usually are brief stories that relate a general principle.
• e.g.
• Imagine this: Your father has been stricken wieht serious heart disease. At the hospital, you learn he has a chance to survive — if he can receive a heart transplant. But there are no heart donors available. Your father is one of the
1.5 million Chinese each year who need an organ transplant but cannot get one because of a shortage of donors. (gets them involved in the speech)

(3) Tips for Using Examples
• Make Examples Vivid and Richly Textured （事例要生动且层次
丰富）
•
The richly textured example supplies everyday details that bring the example to life.
• Reinforce Examples with Statistics or Testimony （运用数据或证
言强化事例）
•
Examples can bring an issue alive and dramatize it in personal terms. But listeners may still wonder how many people the issue actually effects. In such a situation, reinforce your examples with statistics or testimony. The impact of examples is enhanced when they are combined with other supporting materials that show the examples to be typical.
• e.g.
• According to the Centers for Disease Control, reactions to prescription drugs take 20,000 lives each uear in the U.S., making it the second leading cause of accidental death, right behind automobile accidents. "Judged by any measure," says Leonard Paulozzi, a medical scientist at the CDC, "the prescription drug problem is a crisis that is steadily worsening."

II. Statistics
• We live in an age of statistics: China uses 45 billion pairs of disposable chopsticks each year; J.K.Rowling has sold more than
400 million Harry Potter books worldwide; the United States consumes 24 billion litres of beer annually; 1.2 million people a year are killed globally in traffic accidents.
• "When you can measure what you are speaking about, and express it in numbers, you know something about it. But when you cannot measure, when you cannot express it in numbers, your knowledge is … meager and unsatisfactory."
— Lord Kelvin (the 19th-centure physicist)

(1) Single Statistics
• Like brief examples, statistics are often cited in passing to clarify or strengthen a speaker's point.
• e.g.
• To document different saving rates in China and the United States: "Last year China;s saving rate was 54 percent of GDP, according to China Daily.
The U. S. rate, including households and corporations, was a mere 12 percent of GDP."
• To illustrate the growing popularity of electric bicycles: "The Associated
Press reports that China produced 22 million electric bicycles last year. There are more than 70 million e-bikes on Chinese roads."

(2) Multiple Statistics
• Statistics can also be used in combination to show the magnitude or seriousness of an issue.
• Tourism is a huge global industry. According to the World Tourism
Organization, last year there were 922 million international tourist arrivals, woth total receipts of almost U.S.$1 trillion. France is the leading tourist nation, with 80 million visitors each year. China, with 50 million visitors, is closing in on the U.S. as the world's third most popular destination.

(3)Tips for using Statistics
• Use Representative Statistics （使用有代表性的数据）
• Identify the Source of Statistics （说明数据来源）
• Use Statistics from Reliable Sources （采用来源可靠的数据）
• Round Off Complicated Statistics （将复杂数据化零取整）
• Explain Statistics （解释数据）
• According to Jennifer Lee's The Fortune Cookie Chronicles, there are some
43,000 Chinese restaurants in the U.S. That's more than all the Mcdonalds,
Burger Kings, and KFCs combined.
• Use Visual Aids to Clarify Statistics （用视觉辅助物来阐明数据）

III. Testimony
• We are often influenced by the testimony of other people.

(1) Expert Testimony
• In most speeches you will probably rely on expert testimony — testimony from people who are acknowledged authorities in their fields. It is a good way to lend credibility to your speeches.
• According to Fan Li, deputy director of the PLA General Hospital, China is experiencing a surge in the number of people with anxiety, depression, and other forms of mental illness. Fan also noted that mental health service users are getting younger and younger, with the youngest reported case just eight years old.

(2) Peer Testimony
• Opinions of people like ourselves — this kind of testimony is especially valuable because it gives a more personal viewpoint on issues than can be gained from expert testimony.
• Itzhak Perlman, the world-renowned violinist whose legs are paralyzed, once said:"When you are in a wheelchair, peole don't talk to you. Perhaps they think it is contagious, or perhaps they think crippled legs mean a crippled mind.
But whatever the reason, they treat you like a thing."
• There is no way expert testimony can express these ideas with the same authenticity and emotional impact.

(3) Tips for Using Testimony
• Decide whether to quote or paraphrase （选用引述或改述）
The standard rule is that quotations are most effective when they are brief, when they convey your meaning better than you can, and when they are particularly eloquent, witty, or compelling. If you find a quotation that fits these criteria, then recite the quotation word for word.
Paraphrasing is better than direct quotation in two situations: (1) when the wording of a quotation is obscure or cumbersome; (2) when a quotation is longer than two or three sentences.

• Quote or paraphase accurately （准确地引述或改述）
Making sure you donot misquote someone;
Making sure you donot niolate the meaning of statements you paraphrase;
Making sure you donot quote out of context.
（确保没有断章取义）
• Use testimony from qualified sources （引用来源可信的证言）
• Use testimony from unbised sources （引用立场中立的证言）
• Identify the people you quote or paraphrase （提供证言人）

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