卡耐基演講·二、“T——I——S”三段式

對大部分的介紹辭而言，“T——I——S”這個公式是個方便的指引，可以幫助你組織好搜集到的資料：For most introductions, the T-I-S formula serves as a handy guide in organizing the facts you have collected in your research:

“T”代表題目。宣布講演者的準(zhǔn)確講題，然后展開介紹。1.T stands for Topic. Start your introduction by giving the exact title of the speaker's talk.

“I”代表重要性。在這個階段，要在題目和聽眾的興趣間架起一座橋梁。2.I stands for Importance. In this step you bridge over the area between the topic and the particular interests of the group.

“S”代表講演者。在這里列出講演者杰出的資歷，尤其是與他的講題有關(guān)的。最后，明確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.

這個公式有許多可供你施展想象力的地方。介紹辭實(shí)在沒有必要被收縮得枯燥無味?，F(xiàn)在用一個例子來說明怎樣依照該公式進(jìn)行介紹辭的準(zhǔn)務(wù)，卻又不露公式的痕跡。這是為紐約電話公司的主管喬治·韋勃做的介紹辭：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:

“我們演講人的題目是‘電話為你服務(wù)’。Our speaker's topic is "The Telephone Serves You".

“對我而言，這世界有好多神秘的東西——像愛情啦，像賭馬人的執(zhí)著啦——而其中之一，是打電話時(shí)所發(fā)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.

“你的電話號碼怎么會錯？為何有時(shí)你從紐約打電話到芝加哥，反而比從家里打到山的那邊的另一個城鎮(zhèn)還要快？我們的講演人知道答案，還有其他的一切有關(guān)電話問題的答案。20年來，他的工作一直是：將有關(guān)電話的各種詳細(xì)資料整理分類，使這一事業(yè)為所有的人都明了。他是一位電話公司的主管，因勤奮工作而獲此頭銜。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.

“現(xiàn)在他要告訴我們，他的公司為我們服務(wù)的方法。如果各位對今日的電話服務(wù)感情深濃，請把他當(dāng)做施恩的圣者。如果各位最近深為電話所擾，請讓他做答辯的發(fā)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：現(xiàn)在我們歡迎我們的演講人——紐約電話公司的副總裁，喬治·韋勃先生?！盠adies and Gentlemen, the vice-president of the New York Telephone Company, Mr. George Wellbaum.

這個做介紹的人是多么巧妙地讓聽眾想起了電話。他提出問題，激起聽眾的好奇心，然后指出講演者可以回答這些和聽眾可能提出的問題。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.

我不相信這番介紹辭是預(yù)先寫下來背好的，因?yàn)榫退闶菍懺诩埳希x來仍然口語一樣的明暢自然。介紹辭不宜事前記誦。柯妮莉亞·奧提斯·史金納一次讓一位晚會主席介紹時(shí)，這個主席就忘了背好的詞兒。她深深吸了一口氣，然后說：“由于柏德上將索價(jià)過高，我們今晚請來的是，柯妮莉亞·奧提斯·史金納?！盜 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."

介紹辭應(yīng)真心自然，仿佛出于臨場，而不是僵硬的東西。The introduction should be spontaneous, seemingly arising out of the occasion, not strait-laced and severe.

上面所引用的對韋勃先生的介紹辭中，沒有陳詞濫調(diào)，像“它給我們莫大快樂”和“我很榮幸地向各位介紹”等。宣布講演人的最佳方法是說出他的名字，或說“我介紹”，然后說出他的姓名。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說得太長，搞得聽眾煩躁不安。有些人則縱情于不切實(shí)際的高談闊論中，想使講演人和聽眾深深記住自己的重要性。還有些人的錯誤，則是喜歡扯些笑話，有時(shí)品味也不怎么高，或者追求“幽默”，高捧或貶抑講演人的職業(yè)。若是有心使自己的介紹發(fā)揮效力，以上這些錯誤都是應(yīng)該避免的。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.

這里還有另外的一個例子，它緊緊遵從“T——I——S”的公式，而自己的個性卻呼之欲出。請留意艾格·L.史納迪是怎樣使用公式的三個階段來介紹著名的科學(xué)教育家兼編輯——杰羅德·溫德的：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:

“‘今日科學(xué)’——我們講演人的題目，是一件嚴(yán)肅的事。它讓我想起一個故事，一個精神錯亂的病人幻想自己體內(nèi)有只貓。心理醫(yī)師由于提不出反證，假裝為他施行手術(shù)。等他從麻醉劑中醒過來時(shí)，醫(yī)師給他看了一只黑貓，并告訴他說他的毛病已經(jīng)治好了。誰料他卻說：‘對不起，醫(yī)生，那一直吵著我的貓是灰色的呢！’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."

“今日的科學(xué)也是這樣，你去抓一只叫做U—235的貓，結(jié)果抓來一群小貓，叫什么镎、钚、鈾233或別的什么。這些元素，像芝加哥的冬天，都一一給擊敗了。古時(shí)候的煉金家，世界上第一個核子科學(xué)家，臨終時(shí)還苦苦哀求上帝能多寬限一天，讓他可以發(fā)現(xiàn)宇宙的秘密?，F(xiàn)在的科學(xué)家，卻制造了連宇宙都夢想不到的秘密。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.

“我們今天的講演人，了解當(dāng)今科學(xué)的現(xiàn)實(shí)和其將來的發(fā)展趨勢。他曾是芝加哥大學(xué)的化學(xué)教授，賓夕法尼亞州立學(xué)院院長，俄亥俄州、哥倫比亞的巴德爾工業(yè)研究所所長。他曾以科學(xué)家的身份任職政府部門，又是一位編輯和作家。他出生于愛荷華州的達(dá)文波特，在哈佛大學(xué)獲得學(xué)位。他在軍工廠完成訓(xùn)練，也曾行游歐洲各地。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.

“我們的講演人是好幾門科學(xué)教科書的作者和編輯。他最著名的一本書，是他擔(dān)任紐約‘世界博覽會’科學(xué)部主任時(shí)出版的《明日世界的科學(xué)》。他是《時(shí)代》、《生活》、《財(cái)富》以及《時(shí)局》等雜志的科學(xué)顧問，因此他對科學(xué)新聞的詮釋，廣為大眾熟知。我們的講演者所著的《原子時(shí)代》出版于1945年，正是原子彈投擲于廣島十天之后。他常常掛在嘴邊的一句話是‘最好的終會一定來到’。我要驕傲地介紹，想必各位亦樂于聽到的，他就是《科學(xué)畫報(bào)》的編輯郭主任，杰羅德·溫德博士。”O(jiān)ur 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.

幾年前，在介紹中對講演人進(jìn)行吹捧還一度是講壇時(shí)尚。那時(shí)，主席不斷地在講演人身上堆金砌玉，可憐的講演人常被這樣濃烈的諂媚氣味熏倒。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.

受歡迎的密蘇里州堪薩斯城的幽默太師湯姆·柯林斯，對《主持人手冊》的作者何伯·普洛斯諾說，“一個講演人若想詼諧幽默一番，卻先對聽眾拍著胸脯說，他們很快會樂不可支，在走道上滾來滾去，那就完蛋了。當(dāng)主持人開始支支吾吾說什么威爾·羅杰斯時(shí)，你就不如回家割腕自殺吧，因?yàn)槟阋呀?jīng)完了?！盇 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，也不能贊譽(yù)不及。史蒂芬·李科克回憶一位主持人是這樣結(jié)束的介紹辭：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:

“這是本年冬季一系列講演的第一次講演。上一系列各位都知道，并不成功。事實(shí)上，我們是以赤字撐過年底的。所以，今年我們使用了一條新思路，試試較低廉的人才。容我介紹李科克先生?！盩his 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.

對于這些，李科克淡淡地說：“想一想，站出來面對聽眾，身上標(biāo)著‘低廉人才’，是什么樣的感覺?！盡r. Leacock dryly comments, “Judge how it feels to crawl out in front of the audience labelled ‘cheaper talent’.”