A Study on Verbal Strategies for Product Presentation to a Big Audience

摘要：本文以苹果公司产品发布会为例，探讨了大型产品发布会中演讲者的语言策略。本文发现，作为商务演讲的一种重要形式，产品发布会的语言应具有清晰的风格和清楚的表达，并可以采取相应的策略达到这一效果。在语言风格方面，应使用简洁、精炼、准确的语言，为语言赋予情感色彩,并尝试使用多种修辞手法。在语音表达方面，应在音量、咬字、口音、语调等方面精心设计，同时通过音调、语速、停顿等技术性调整使演讲生动易懂。上述策略可以有效呈现产品的特点，调动观众的情绪，并激发其尝试的欲望。

关键词：商务演讲，产品发布会，语言策略

Abstract: This paper investigates the verbal strategies for product presentation to a big audience by analyzing the verbal features of Apple product launches. It is revealed that, as an important form of business presentation, product presentation calls for a distinct language style and clear utterance, which can be realized by taking appropriate strategies. As for the stylistic features, the words used should be concise, refined and precise, and expressed with strong emotion by using various rhetorical devices. In terms of vocal strategies, volume, articulation, pronunciation and tone of voice have to be well-designed; meanwhile, pitch and inflection, rate of speaking and pauses also need to be technically changed to make the presentation more attractive and comprehensible. These tactics can help speakers effectively present product features, uplift audience and stir up their desire to try the products.

Key words: business presentation, product presentation, verbal strategies