附录

附录

Appendices

In this part，I，as the author of this book，have selected some articles to add here，because they are very inspirational for us to get deeper understanding of the occupation，that is，Broadcast announcing & anchoring in English.Meanwhile，we can get an overall picture of the significance of the international broadcast in English.

Some articles can lead us to get the deeper understanding of using a foreign language to broadcast globally；some of them can conduct us to know how the English native speaking countries treat the Broadcast Announcing and Anchoring as an occupation first，and a part of communication system second.

In particular，this part will definitely lead us to be aware of the fact that learning the skills of carrying on the broadcast announcing and anchoring in English is totally a different concept from understanding of Broadcast Anncouncing & Anchoring in English.The former is about know-hows，the latter is about why-how.

附录-1（Appendix-1）

About Announcing

Communicating on Broadcast Media is an open-content textbook on the profession of announcing.It is a free online book anyone can read，write，or edit.

Broadly defined，announcing is the professional practice of vocally communicating messages to an audience through broadcast media.Those who practice this profession are called announcers，although most announcers prefer to use a more descriptive title to describe what they do.Some announcers work in radio as“disk jockeys，”radio journalists or program hosts.Some announcers work in television as newscasters，sportscasters or“booth announcers.”Some announcers are voice actors who specialize in doing commercial“voice-overs，”narrating documentaries or providing voices for animated films.Still other announcers communicate using public address systems，such as those found at sports stadiums，racing tracks and“disco”nightclubs.Although there are many different kinds of announcers，a common thread through all of these occupations is the central importance of using one's voice to effectively communicate a message.

Announcing/Introduction

This chapter provides an introduction to the profession of announcing.We'll develop a working definition of announcing，describe the major types of announcers，and discuss the occupational outlook for announcers.

On Air.Two simple words.Just five letters.But to the thousands of people who work in the broadcast media，those two simple words can mean a lot，not the least of which is“it's show time！”

On Air.The words flash in red lights outside of the broadcast studio，indicating to the outside world that something special is happening inside，so please don't interrupt.Inside the studio，behind a microphone and sometimes in front of a camera，professionals communicate messages to an unseen audience.They may even appear to the casual observer to be talking to themselves，yet with all the animation and expression one might expect when speaking to a good friend.

On Air.Two words that are seen every day by announcers，people engaged in the professional practice of vocally communicating messages to an audience through the broadcast media.Many people want to become announcers.Some realize their dreams.And a few make it to“the top”of the profession，achieving fame and possibly fortune.

What about you？Do you want to be on air？Do you have what it takes？I believe that if you truly want something badly enough，and you are determined to work hard，you're more likely to achieve your goals.But it helps to know more about what you are aiming for.

That's what this book is all about：an introduction to the field of announcing.It won't tell you everything you might want to know about the field，but it will give you a start.It might even be the start of something great，your own successful journey to be among the On Air.

Contents

1 What is announcing？

2 Announcing specializations

3 How many people work as announcers？

4 How much do announcers make？

5 What kind of training do announcers need？

6 What is the future of the announcing profession？

7 Notes

What is announcing？

Before we can clearly discuss any concept，we need to define it.That sounds easier than it actually is.Defining any concept involves some risk that someone might disagree with your definition.Define a term too narrowly，and you're likely to miss something important.Cast your net too widely，and you're likely to include things that probably should be considered something else.

So it is with the terms“announcer”and“announcing.”What is the first thing you think of when you hear the term“announcer？”A disc jockey on the radio？Perhaps a television news anchor？Maybe a sportscaster calling the play-by-play of an athletic competition？Or someone providing the“voiceover”for a commercial message？

I would include all of these—and more—in my definition of announcing.But whether everyone I would call an announcer would call themselves an announcer is another matter.Indeed，most people who work in the profession of announcing，at least in the broad sense I use here，would prefer to be known as something other than an announcer.

Key Point

Announcing is the professional practice of vocally communicating messages to an audience through broadcast media.

So for what it's worth，here's my definition of announcing：Announcing is the professional practice of vocally communicating messages to an audience through broadcast media.And by extension，an announcer is someone engaged in this profession，for love or for money（and hopefully both）.

Let's expand upon the seven components of this definition：

1....professional...Announcing is not just a“job”that anyone can do.Announcing is a profession：an occupation that demands specialized skills and unique talents.Indeed，it's not uncommon to hear people in the industry refer to announcers as“talent.”For that's what the announcer has that others are willing to pay for：talent.That doesn't mean announcers make a lot of money（although a few make quite a bit）.But it does mean that announcers are able to do something others are willing to pay for.And as in other professions，announcing has its own associations and unions dedicated to protecting and enhancing the profession，like AFTRA，the American Federation of Television and Radio Artists.Some announcing specialties have professional ethical codes that seek to establish professional standards，such as the Radio and Television News Directors Code of Ethics.So while announcing can be fun，it's not something people usually do just for the fun of it.Announcing is a career choice that most announcers take quite seriously.

2....practice...Because skillful announcing requires talent，announcing is a practice as well as a profession.Announcers are continually practicing their craft，trying to make the most of their talents.Although some announcers may be blessed with a naturally pleasant voice or an attractive appearance，most announcers find they must work hard to develop and maintain their“on-air presence.”A nice smile and“good pipes”won't get you very far if you don't know how to use them.So announcers practice；they practice how they sound on a microphone，how they appear on a camera，and how they interpret and deliver messages.Announcing is a very competitive field；only a few make it to the top of their profession.Those that do，know that becoming a successful announcer takes practice，and typically，a lot of it.

3....vocally...The voice is perhaps the announcer's most valuable asset.It is the primary“tool”announcers use to convey messages to an audience.While announcers don't necessary have to have a“beautiful”voice，announcers must be able to effectively use their voices，sometimes for long stretches at a time.The voice is important for performing on both radio and television：whether an announcer is behind a microphone or in front of a camera，it is the voice that carries most of the“content”of a message.That doesn't mean that announcers don't need to know how to communicate in other ways；some announcing jobs require writing as well as speaking skills，some give considerable attention to physical appearance，and some require specialized knowledge in a particular area，like popular music，current events，or sports.But all announcers use their voices，and vocal quality is often what distinguishes the most successful announcers.

4....communicating...Fundamentally，an announcer's job is to communicate.Announcers just don't read words out loud；they use their skills and talents to effectively communicate the meaning of those words.If the message an announcer is trying to convey isn't successfully communicated，the announcer has failed to do what he or she is being paid to do.Announcers should thus possess a solid understanding of the process of communication in order to organize，synthesize and present information in a compelling manner.Many announcers have advanced training in public speaking，rhetoric and communication studies.But regardless of their academic credentials，successful announcers demonstrate they know how to effectively communicate.Because communication is the fundamental purpose of what they do.

5....messages...The meaningful content of what announcers seek to communicate is embedded in the messages they communicate.Sometimes announcers are directly involved in the writing of scripts，commonly called“copy”in industry lingo.Sometimes announcers are asked to“ad lib”a message for a specific purpose.And sometimes announcers are asked to quickly create messages that capture the essence of a news story or a sporting event.But regardless of whether they are involved in creating the messages they convey，announcers must be able to interpret，understand and communicate the meaning of those messages.Announcers“breathe life”into these messages，using their talent to convert simple words into an engaging message.

6....audience...Ultimately，the success of an announcer is dependent on the audience.You can't communicate a message if no one listens to it.And announcers typically don't have captive audiences；they rely，at least in part，on the power of personality to attract listeners and gain and maintain their attention.Put another way，announcers try to be people other people want to listen to（and perhaps look at）.Announcers are often assessed by how well the audience responds to them，which is typically measured in audience ratings.It may seem unfair，but many announcers live or die by the ratings.They must use their talents to attract and“connect”with the target audience...and keep them coming back for more.

7....broadcast media.

One of the announcer's primary tools is the microphone.

Most people equate the term“broadcasting”with“over the air”radio and television.Certainly the term“broadcast media”includes radio and TV.But in a more general sense，broadcast media can include any technology that extends the power of the human voice to“cast broadly，”that is，to“cast”（convey）messages to a“broad”audience.That could include technologies for sending audio and video signals over cable systems，via satellite，or over the internet.It could include technologies used to record and playback prerecorded messages.I would even include public address systems，such as that used by announcers at sports stadiums，race tracks and night clubs.Of course，using the term“broadcast media”in such a general fashion does stretch its meaning a bit，but does so in a way the more completely captures the variety of technologies used by announcers.

Should this definition include television actors，since they also are professionals communicating messages to an audience through the broadcast media？Probably not.In general，actors focus on communicating fictional narrative messages while announcers focus on communicating non-fictional expository messages.But that's a rather“fuzzy line”that doesn't always clearly distinguish acting from announcing.Suffice it to say that there is a lot of overlap between these two professions.Many announcers would also consider themselves to be actors，and many hold membership in an actor's union，like the Screen Actors Guild（SAG）.But probably fewer actors would consider themselves to be announcers.

Announcing specializations

While people who practice this profession can be called announcers，most prefer to use a more descriptive title to describe what they do.As a result，not everyone in the announcing profession likes to be called an announcer.There are some good reasons for this.One reason is that the term“announcer”is often associated with radio and television，and not everyone in the announcing profession works in radio and television（although most probably do at some point in their careers）.Another reason is that the term“announcer”has come to be associated with the reading of scripts，and not everyone in the announcing profession reads scripts.Another reason is that the term“announcer”sounds rather dated and“old-fashioned.”But perhaps the biggest reason is that some people hold a somewhat negative stereotype of announcers.For some，the term“announcer”implies a person who is in love with the sound of their own voice，is probably a bit pompous，and uses an overly polished and somewhat artificial tone of voice.Even though the vast majority of those who work in the announcing profession don't fit this unfair stereotype，there is just enough of a subtle stigma attached to the word“announcer”that most professionals prefer to use a more specific term.

And there are plenty of more specific terms to go around.Here are a few：

Disc Jockey Many announcers prefer to use the term disc jockey，especially if they primarily announce recorded music on radio.The term reflects the adroit handling of phonographic discs that once was a required part of the job.

Radio Personality Some disc jockeys specialize in providing entertaining and often humorous banter between selections.Sometimes called“radio personalities，these announcers often talk more than they play music.

Radio Journalist Those who work in radio news often must wear multiple hats，serving as field reporter，news writer，audio producer and studio anchor.

Television Newscaster Television journalists tend to have narrower job descriptions than do their counterparts in radio news.The title“newscaster”is typically reserved for those who routinely appear on a news program.The primary newscasters on a program are typically called“anchors.”

Voice Artist These announcers often specialize in providing character voices，such as the voices for characters in animated films.However，many people use the term“voice artist”in a more general sense to apply to anyone who uses their voice in an“artistic”manner.

Voiceover Talent Many announcers work at providing the voices you hear on commercials，station promos and public service announcements.The term comes from the fact that only the announcers'voices appear“over”the video.If an announcer appears on camera，the term“on-camera talent”or“spokesperson”might be used.

Sportscaster An announcer who specializes in sports broadcasting is often called a sportscaster，although there are a number of more specialized titles as well.An announcer who“calls the action”of a sporting event is typically called a“play-by-play announcer，”while an announcer who provides commentary between plays is called a“color commentator.”

Club DJ This is a general term for an announcer who primarily works at a nightclub，dance hall or disco.Because most radio announcers no longer play discs，the terms“Disc Jockey”and“DJ”are increasingly used to refer to announcers who primarily“spin music”in a public setting.

Public Address Announcer Most public sports venues，including baseball parks，football fields and racetracks，hire announcers to make announcements during an event.Sometimes these announcements are also broadcast（such as the racing call of the“track announcer”）.

Program Host Many programs，like game shows，talk shows and some“reality TV”programs，use announcers as hosts or to supplement the hosts.Most game shows，for example，include both on-camera hosts and off-camera announcers.

Narrator Some announcers specialize in providing narrations for documentary films and educational videos.Some specialize in reading literary texts as audiobooks.Here's one area of announcing that clearly bridges that“fuzzy line”between announcers and actors noted above.

How many people work as announcers？

The United States Bureau of Labor Statistics（BLS）Occupational Outlook Handbook provides a lot of useful information regarding the size of the Announcing profession，at least in the USA.［1］In the 2008-2009 edition of the Handbook，the BLS estimated the number of Americans working in the“Announcers”category at about 71，000 people.However，the BLS defines announcing more narrowly than I do here，identifying“news analysts，reporters and correspondents”as a separate category.［2］Many of the individuals in this second category，at least those employed in the broadcast media，would be included in the profession of announcing as I define it here.There may also be some people counted by the BLS in the categories of“Actors，Producers and Directors”［3］，“Writers and Editors，”［4］and“Broadcast and Sound Engineering Technicians and Radio Operators”［5］whose work includes some announcing duties.

So while the BLS counts 71,000 Americans in the Announcer category，I think a more complete count can be achieved by including the 16,000 people the BLS identifies as working in broadcast news and sportscasting.This would mean that about 87,000 Americans are employed in the broader definition of the announcing field that I'm arguing for here.

Since the population of the United States is about 300 million，that means that about 1 out of every 3,300 people in the USA are announcers.To be fair，however，one should compare the number of announcers to the actual number of people employed in the US（excluding children，retired people and those who are unemployed）.As of August 2008，the BLS estimates the US labor force at 155 million，which means that about 1 out of every 1,700 jobs are in in the announcing profession.

Did you know...？

In the USA，approximately 87，000 people work in the announcing profession，including about 16,000 broadcast journalists.That's about the same number of people employed as casino dealers in this country.Are you feeling lucky？

This suggests that announcing is a very competitive field，and indeed it is.In general，more people want to work in this field than there are jobs in this field.It's not uncommon for people in the business to feel that there are a thousand people waiting to have their job if they leave.That may be an exaggeration，but not a gross one.This is one reason why entry-level announcing jobs tend to not pay well（more on this in a moment）.But keep in mind that those who have polished their skills and demonstrate considerable talent will find it much easier to find work than those who don't seriously devote themselves to excellence in announcing.Perseverance and practice can go a long way.

How much do announcers make？

Some announcers make very good money，because they have talents that are in great demand，and people are willing to pay handsomely for them.The very few announcers who have reached the top of their profession，such as network news anchors，can earn millions.When Katie Couric accepted the job of anchor of the CBS Evening News，she reportedly agreed to a salary of$15 million a year.［6］Perhaps even more amazing was that Couric may have turned down NBC's offer of$20 million per year to continue hosting The Today Show in favor of the prestige of being the first sole female anchor on a major network evening newscast.［7］Of course，it should be pointed out that the CBS Evening News is a half-hour program，while The Today Show is four hours long.So on an hourly basis...well，let's just say Katie is doing quite well for herself.

Unfortunately，most announcers don't make nearly that kind of money.It is not uncommon for entry-level radio announcers to make minimum wage or just slightly more，especially in smaller towns and for those employed on a part-time basis.While most announcers earn more than minimum wage，many people are surprised to discover that the average salary is not that much higher.

Again，the U.S.Bureau of Labor Statistics（BLS）offers us some insight.［8］In 2007，the BLS reports that the average hourly wage for announcers was$18.44，and the average annual salary was$38,360.Those working in broadcast news made a bit more，with$25.69 as the average hourly wage and$51,350 as the average annual salary.It's interesting that in both categories，the median wages and salaries were considerably lower than the averages.For announcers，the median figures were$12.38/hour and$25,740/year，and for broadcast journalists the medians were$17.79/hour and$37,010/year.The median is the“middle point”in the pay range；in other words，half make more than the median and half make less.The disparity between the averages and the medians suggests that there are a few people who make well above the average（like Katie Couric），and these top-earners consequently“stretch”the industry average well above the middle point of the pay scale.In statistic-speak，announcing salaries reflect a skewed distribution.Such salary figures may seem discouraging.But keep in mind that most announcers earning salaries at the lower end of this range are probably either just starting their careers or working part time（or both）.Also，there tends to be considerable employee turnover in announcing jobs at the lower end of the pay range.It is fairly common for announcers to move from one job to another many times in the early stages of their careers，as they“work they way up to the top.”Within a few years of working in the profession，young announcers find that they either“have what it takes”to reach the top，or they don't.There are many people who work as announcers in their 20s，only to move on to more lucrative careers in their 30s.For those who stay in the profession，most find they are eventually able to make at least a modestly comfortable salary.

What kind of training do announcers need？

Some people who work in the announcing profession do not have any formal training in the art of effective communication.A college degree，or for that matter，a high school diploma，is not a requirement for many announcing jobs.It is quite possible that a person who has a good voice，an engaging style and a persuasive personality can succeed in the announcing profession regardless of academic credentials.

Nevertheless，most announcers have completed at least some post-secondary work.A college education can greatly increase one's chances of success in the profession，and provides a foundation for a wider range of career opportunities.This is especially true of those who work in news；nearly all broadcast journalism positions require a bachelor's degree.Serious journalists often pursue a master's degree in journalism or communication.

College-level announcing courses are typically offered by departments of communication，broadcasting，or journalism.Such courses can be found under various titles，like“Broadcast Announcing，”“Communicating on TV & Radio，”and“Performing for the Mass Media.”Sometimes announcing skills are taught as a part of a broader course，like“Introduction to Broadcasting，”or“Radio Station Operation.”

Sometimes courses in announcing are combined with other courses in a curriculum designed specifically for those pursuing a career in broadcasting.An aspiring announcer should consider coursework in audio and video production，journalism，broadcast management，voice and articulation，acting，script writing and mass communication.Depending on one's particular interests，courses in music，sports officiating，marketing，film，advertising and public relations can also be helpful.

Many announcers get their first real“job”at college radio or television stations.College stations，especially radio stations，are typically operated by students and advised by a faculty member，graduate student or staff person.The role of the advisor varies greatly from station to station，but most stations fall into one of two categories：faculty-supervised stations that are funded by an academic unit and operated as part of a broadcasting curriculum，and student-managed stations that are funded by student government and operated as a student activity organization.Both kinds of stations can provide valuable opportunities for learning practical broadcast skills.

What is the future of the announcing profession？

It is likely that there will continue to be a need for announcers.As long as there are messages that people want to be communicated，there will be those willing to pay for those who can communicate those messages effectively.

Having said this，it is also likely that technological，cultural and economic forces will change the nature of the announcing profession in the coming years.Radio is changing as people gravitate to iPods and satellite audio delivery services.Television is changing as people increasingly download videos from the internet.News is changing as the traditional gatekeeping function of the“mainstream media”is being challenged by the“blogosphere”and alternative media.

Yet while change may be inevitable，the fundamental skills that talented announcers possess will always be in demand.Formats may change，news values may change，media may change.But people who can use their voices to convey meaningful messages effectively，persuasively and passionately will rarely be out of a job.At least not for very long.

The bottom line：not everyone who seeks to be successful in this profession will be successful.But if you polish your communication skills，sharpen your vocal talents，continually seek to learn more about as much as you can，possess a strong and abiding work ethic，and are willing to be flexible，you can and should go far in this field.

Notes

1.Bureau of Labor Statistics，U.S.Department of Labor，Occupational Outlook Handbook，2008-09 Edition，Announcers，http://www.bls.gov/oco/ocos087.htm.

2.Bureau of Labor Statistics，U.S.Department of Labor，Occupational Outlook Handbook，2008-09 Edition，News Analysts，Reporters，and Correspondents，http://www.bls.gov/oco/ocos088.htm.

3.Bureau of Labor Statistics，U.S.Department of Labor，Occupational Outlook Handbook，2008-09 Edition，Actors，Producers，and Directors，http://www.bls.gov/oco/ocos093.htm.

4.Bureau of Labor Statistics，U.S.Department of Labor，Occupational Outlook Handbook，2008-09 Edition，Writers and Editors，on the Internet at http://www.bls.gov/oco/ocos089.htm.

5.Bureau of Labor Statistics，U.S.Department of Labor，Occupational Outlook Handbook，2008-09 Edition，Broadcast and Sound Engineering Technicians and Radio Operators，http://www.bls.gov/oco/ocos109.htm.

6.CBS fought to keep the exact terms of Couric's salary confidential，but most sources agree that it is at least$15 million per year for five years.See http://www.usatoday.com/money/media/2006-05-12-hollywood-pay_x.htm.

7.See http://www.foxnews.com/story/0,2933，185380，00.html.

8.See http://www.bls.gov/iag/tgs/iag515.htm.

附件-2（Appendix-2）

Announcing/A Brief History of Announcing

This chapter examines the history of announcing，positioning it within the broader context of the art of vocally communicating to an audience.

1 Announcing's Ancient Roots

2 The Modes of Persuasion

3 The Rise of Journalism

4 The Birth of Broadcasting

5 Notable Announcers

6 Notes

Announcing's Ancient Roots

The profession of announcing is considered to be a relatively recent one.But the origins of modern announcing practice can be traced back thousands of years，to the earliest recorded efforts to improve the process of vocally communicating to a public audience.

Almost three thousand years ago，the citizens of Greece would debate the important issues of the day in the w：ancient agora of Athens.The agora was the public forum where decisions were made，justice was determined and policies established.Essentially，if you wanted to get something done in Athens，you went to the agora and gave a persuasive speech.Now as you might imagine，some people were better at giving speeches than others.Those who were good at it could make a pretty decent living by charging others for their talent.Some of the most successful ancient Greek“speakers for hire”became known as w：sophists，and their practice was called sophistry.Like modern day announcers，the sophists were professional communicators.

Perhaps the most famous sophist was w：Protagoras，who lived in the fifth century BCE.He was reportedly a master of w：orthoepeia，or the proper use of speech.In other words，he had a way with words.Perhaps his best known words were these：［1］

“Man is the measure of all things：of things which are，that they are so，and of things which are not，that they are not.”

Now think about that saying for a moment.It sounds pretty good，but what do you think it means？Some people think it means that people decide what is true and isn't true，at least for themselves.But it's not entirely clear if that was what Protagoras was getting at...and that may have been his purpose.You see，Protagoras and other sophists were skilled at speaking well；they didn't seem as interested in speaking clearly.That may be why today，the word sophistry has come to mean“subtly deceptive reasoning or argumentation.”［2］

Plato（left）and Aristotle（right）

It could be that sophists have been given a bad rap.［3］After all，just about everything we know about them coming from their two most famous critics：Plato and his student Aristotle，widely regarded as the founders of Western philosophy.They didn't much care for the sophists.For one thing，they didn't think it was right to get paid to speak on behalf of others.But more importantly，they felt the sophists gave too much emphasis on form，and not enough on content.To put it simply，they argued sophists cared more about how they said something than what they said.And that could lead to people believing something just because it sounded good，even if it wasn't true.Sort of like a w：Ron Popeil commercial.

Aristotle did more than criticize the sophists；he wrote a book about public speaking，one that has informed much of western thought on the subject for over two thousand years.The book was simply called“Rhetoric，”although today it is most often referred to as“Aristotle's Rhetoric.”［4］It was written in Greek，of course，but you can read one of the more popular English language translations here.Aristotle is considered to be the founder of the field of rhetoric，the study of persuasive speech.Aristotle argued that if one is going to be successful as a persuasive speaker，one must not only persuade an audience，but speak the truth.Rhetoric would become one of the three original“liberal arts”of the trivium（the other two being logic and grammar），which was one of the earliest recorded organized approaches to education.For much of human history，becoming an educated person meant studying rhetoric.

So you might be wondering what all this ancient Greek stuff has to do with announcing.Well，it's important to understand that the professional practice of announcing is greatly shaped by cultural norms—widely held beliefs of what's right and wrong，good and bad，true or false.And many of our strongest cultural norms are rooted in traditions that date back to antiquity.So if you want to learn how to be a good announcer，a good place to start is by learning more about what people mean by“good.”And a good place to start learning that is by understanding Aristotle's ideas about rhetoric.

The Modes of Persuasion

There were many things that Aristotle wrote about rhetoric，but much of what he said he summed up in this passage：［5］

“Of the modes of persuasion furnished by the spoken word there are three kinds.

—The first kind depends on the personal character of the speaker；

—thesecond on putting the audience into a certain frame of mind；

—the third on the proof，or apparent proof，provided by the words of the speech itself.”

These three“modes of persuasion”have come to be known as Ethos，Pathos，and Logos.You may have heard those words before，perhaps in a speech class.You may even remember what they mean.I'm going to suggest a real simple way to think about these three concepts.I realize that such an approach glosses over a lot of the details，but I think it fairly captures the“bare essence”of Aristotle's concepts.If you have a tough time remembering what these three important words mean，try this...

When you think of ethos，think of ethics.In essence，ethos is a persuasive appeal based on the ethical character of the person making the argument.If I say something like，“trust me，I know what I'm saying，”and you have no reason to believe that I'm not a good and trustworthy person，you may indeed be persuaded to trust me.And if you do，I've just succeeded in using the first mode of persuasion：ethos.Of course，ethos is not exactly the same as ethical，but the two words share a common etymological history.The concept of ethos was one of Aristotle's main arguments against the sophists.In a sense，he was saying that the sophists'emphasis on the techniques of public speaking wasn't enough，that if you really want to be a good speaker，first make sure you are an ethical speaker.In other words，don't just speak...speak the truth.

When you think of pathos，think of“emotion.”Of if you prefer，think of empathy or sympathy.Both empathy and sympathy contain the word“path”inside of them，just like pathos.And both empathy and sympathy refer to emotions.When you seek empathy from someone，you want them to share the emotions you are feeling，When you seek sympathy from someone，you want them to have emotions toward you（to“feel”for you，or“feel sorry”for you）.In either case，when you stir the emotions of an audience—when you get them to cry or laugh or feel sad or feel happy—you are engaging the second mode of persuasion：pathos.So if I say something like，“you love your children，so please please buy life insurance so your kids don't have to go hungry if you die，”I'm attempting to use pathos.I'm appealing to your emotional side.Many，if not most of the messages delivered by announcers make extensive use of pathos.

When you think of logos，think of logic.In order to persuade someone to do or buy something，it helps if it makes sense to do so.No matter how much of a believable person you seem to be（ethos），and no matter how much you engage my feelings toward your message（pathos），part of me will resist being persuaded if I can't grasp the logic of your argument.So the third mode of persuasion，logos，can be a very important part of a persuasive message.This is especially true if you are trying to persuade someone to do something that has significant consequences.There's very little consequence in deciding what kind of soda to buy.There's much more consequence in deciding what kind of house to buy.Announcers who work in broadcast news rely on logos（along with ethos and pathos）to communicate effectively.It may not seem like newscasters are in the business of persuasion，but to some extent they are，since they must persuade you to watch them，and hopefully watch them regularly.News stories that are clearly written，logically sound and internally consistent are more likely to be successfully communicated.

Ethos，pathos，logos...these three concepts of Aristotle's have had profound impact on our understanding of the process of communication for thousands of years.And they still have impact today.While we might use different words to describe these concepts，Aristotle's three main points about effective communication have withstood the test of time.They have certainly shaped the practice and study of public speaking，and by extension，they have significantly influenced many of the practices of the announcing profession.While announcers might not credit Aristotle for the role of ethics，emotion and logic in the effort to persuade an audience，these three“modes of persuasion”are very much apparent in much of what announcers do every day.

The Rise of Journalism

Powerful people（at least the smart ones）have long known that information about what was happening in the world could help them stay in power.Rulers would gladly pay for“inside information”about what their enemies were up to.Espionage is one of the oldest professions，and documented examples of spying can be found in ancient Chinese，Egyptian，Hebrew and Indian societies.

Thucydides

Now espionage and journalism may seem like two very different professions，but they share more than you might think.Both spies and journalists rely on carefully observing what they see.Both carefully document the details of what they observe.Both tend to identify the most relevant information from their observations by drawing from the dominant sociopolitical perspective of their culture.And both try to concisely but thoroughly report those details in a way that their“customers”can understand and take advantage of.Of course，spies usually work in secret，risking their lives in the pursuit of the“truth.”Journalists only do that some of the time.

The nascent democracies of the ancient world recognized the power of information.Participants in the ancient Greek agora needed to be fully informed in order to make effective decisions.While many of the“speakers for hire”in the ancient agora were paid to deliver persuasive messages，others pursued the arguably more noble cause of regularly reporting information.And perhaps the most famous“reporter”of the ancient world was Thucydides，who pioneered a very careful system for documenting evidence in reporting.

The Birth of Broadcasting

The first time a human voice was heard on radio was on Christmas Eve（December 24），1906.w：Reginald Fessenden，a Canadian inventor and pioneer in radio technology，used this occasion to demonstrate a system for transmitting voice over the airwaves.Fessenden transmitted a signal from Brant Rock，Massachusetts to ships at sea，in which he included a reading from the Bible，some holiday music and a wish to all of the sailors who could hear him：“Have a Merry Christmas.”Because his experimental broadcast included music from phonographic records，Fessenden could be called the first“disc jockey，”although it would be decades before that term would be coined.

Notes：

1.This is referenced in Plato's Theaetetus，available from Project Guttenberg at http://www.gutenberg.org/dirs/etext99/thtus10.txt.

2.See http://www.m-w.com/dictionary/sophistry.

3.For an interesting defense of Protagoras，see http://www.geocities.com inescapableennui/s12.html.

4.Actually，it would be more accurate to say Aristotle's book was called“Rhêtorikos，”but even that is a“transliteration”of the actual Greek lettersητορικ.

5.This is from Part 2 of Book 1 of Aristotle's Rhetoric at http://classics.mit.edu/Aristotle/rhetoric.1.i.html.

附件-3（Appendix-3）

Announcing/Defining News

1 What is News？

2 Where does news come from？

3 Journalists as Gatekeepers

○3.1 News Factors

What is News？

News can be defined as“anything timely that interests a number of persons.”News writers try to uphold three traditional journalistic values：

Accuracy（factual，true）

Clarity（clear，unambiguous）

Objectivity（free of bias）

Where does news come from？

Journalists gather news from various sources.

The assignment editor continuously monitors：

wire services（like AP and Reuters）

police and fire radio scanners

National Weather Service broadcasts

telephone beat check and phoners

news releases that are faxed or mailed in

stock and sports tickers

cable news channels and other media

The assignment editor may decide that a story

can be read as is by a newscaster

should be rewritten by a copywriter

needs an actuality（a.k.a.sound-bite），a recorded quote from a news maker

should be written as a wraparound，with a lead-in and lead-out around an actuality

needs raw sound（a.k.a.natural sound），background sounds from the environment

Often the assignment editor will assign the story to a reporter to gather more details：

A field reporter goes out into the field to cover on-the-scene breaking news.

A beat reporter regularly covers a beat，like City Hall and the Police Department.

A feature reporter covers soft news，stories，like health，consumer and entertainment.

A stringer is a free-lance reporter who works on an as-needed basis for many stations.

Journalists as Gatekeepers

Journalists are called gatekeepers because they decide what is and what news isn't.Only some news gets through the gate.

News Factors

Timeliness

Prominence

Proximity

Significance

Conflict

Time of day

The Medium

Management

Advertisers

News sources

Personal values

附件-4（Appendix-4）

Announcing/Articulation

Announcers need to speak clearly in order to communicate effectively.

1 Four Vocal Components

○1.1 Breathing is the Foundation

○1.2 Phonation

○1.3 Resonance

○1.4 Articulation

2 Three Types of Speech Sounds

○2.1 Vowels

○2.1.1 Front Vowels

○2.1.2 Back Vowels

○2.1.3 Middle Vowels

○2.2 Vowel Deviations

3 Diphthongs

4 Consonants

○4.1 Voiced vs.Unvoiced

○4.2 Plosives and Fricatives

○4.3 Nasals and Affricates

○4.4 Extreme Consonants

Four Vocal Components

Your voice is made up of four parts：

Breathing

Phonation

Resonance

Articulation

A skillful announcer will learn to effectively use all four.

Breathing is the Foundation

Fundamentally，your voice is made up of exhaled air.When you are relaxed and quiet，the time you spend inhaling and exhaling are about equal.When speaking，inhalation is much quicker，and exhalation is sustained and controlled.

Phonation

As you exhale，air passes through the larynx（voice box）.Stretched across each side of the larynx are thin flexible muscle tissues called vocal folds（cords）.During phonation，the vocal folds are brought close together，so air pressure causes them to vibrate.

Resonance

The sound produced from phonation is weak...no more than a whisper.Resonance amplifies and enriches the weak phonated sound，by extending the vibration of the vocal folds to surrounding body tissues in the throat，chest and head.

Articulation

The critical final step in voice production is articulation，the“packaging”of individual sound segments into meaningful utterances.The three primary articulators—tongue，lips，and jaw—shape and delineate the phonated tones into distinct speech sounds.

Three Types of Speech Sounds

There are three types of sounds in Standard American English speech：Vowels（pure phonated sounds）Diphthongs（vowel combinations）Consonants（phonemes）

Vowels

You may have been taught that there are five vowels：A，E，I，Oand U.Actually，there are at least twelve distinct vowel sounds in Standard American English speech.The differences between vowel sounds is largely due to the placement of the tongue.

Front Vowels

Five vowels are produced with the tongue toward the front of the mouth：EE（beet，eat，see）［high，tense］IH（bit，did，sit）［high，lax］AY（ate，bait，pay）［mid，tense］EH（bet，get，end）［mid，lax］AAH（at，bat，cat）［low，tense］

Back Vowels

Five vowels are produced with the tongue toward the back of the mouth：AH（alms，bomb，on）［low，lax］AW（bought，off，saw）［mid，lax］OH（boat，oak，own）［mid，tense］OOH（book，cook，foot）［high，lax］OO（boot，oops，move）［high，tense］

Middle Vowels

Two vowels are produced with the tongue in the middle of the mouth：UH（bun，sun，the）［low，lax］ER（bird，her，sir）［mid，tense］The unstressed UH，or schwa sound，is one of the most common vowels in American English Speech.

Making the most of Vowels.A vowel sound is the only kind of speech sound that can be held indefinitely without changing.Vowel extension refers to the elongation of vowel sounds，especially in the final syllable of words and sentences.A bit can be pleasing；too much is distracting.

VowelDeviations

Lazy tongue placement can lead to vowel deviations，where one vowel sound is used in place of another.Many common mispronunciations are due to vowel deviations.Consider whether you may be guilty of the following vowel deviations...

EH for AY

For some，the AY sound is difficult to say when it is before an UL sound.

Try saying PAY and PAIL.

Then say PAY and PELL.

Does the AY sound in PAIL sound closer to the sound in PAY or PELL？

Practice JAIL，FAIL，MAIL，WAIL.

EH for AAH

Many will substitute EH for AAH，especially in unstressed syllables.

Try saying BAT and SHALL.

Then say BAT and SHELL.

Does the AAH sound in SHALL sound closer to BAT or SHELL？

Practice MARY，PARIS，TARRY.

EH for IH

A fairly common vowel deviation is EH for IH.

Try saying BIT and MILK.

Then say BIT and ELK.

Does the IH sound in MILK sound closer to BIT or ELK？

Practice SINCE，FILL，THINK.

AH for AW

Some people fail to distinguish the sounds AH and AW.

Say ON and BOMB.

Then say ON and BAUGHT.

Does the AH sound in BOMB sound closer to ON or BAUGHT？

Practice DON and DAWN.

IH for EE

Like AY，the EE sound is difficult to say when it is before an UL sound.

Try saying WE and MEAL.

Then say WE and MILL.

Does the EE sound in MEAL sound closer to the sound in WE or MILL？

Practice REALLY，DEAL，HEAL.

Diphthongs

A diphthong is a sound positioned between two vowel sounds，where one vowel sound glides into another.Some speakers with lazy articulators（jaw，lips，tongue）fail to make a distinctive glide between vowel sounds in diphthongs.

EYE

The EYE sound，or long I，is a glide formed from the AH and IH sounds.

Practice these sentences：

Try my fine pie.

I like my bike.

Why try to lie？

My sly guy cries at night.

AU

The AU sound，as in how，is a glide between the AH and OOH sounds.

Practice these sentences：

How can a brown cow be loud？

A mouse is now in my house.

Our town's gown is around a pound.

The outside outlet is grounded.

OY

The OY sound，as in BOY，is a glide between the OH and IH sounds.

Practice these sentences：

His toy made Roy a noisy boy.

I employ an oily coin.

I like soy on my boiled oysters.

I annoyed Floyd by joining Troy.

YOO

The YOO sound is a glides formed from the IH and OO sounds，typically with a soft Y sound at the beginning.

Practice these sentences：

I refused to use or abuse the few.

Tuesday's news was useful.

The beautiful view imbued with hue.

You can tune some new music in June.

Consonants

While vowels and diphthongs carry most of the sound in language，consonants carry most of the meaning of language.It is thus important for announcers to clearly articulate consonant sounds to ensure the meaning of copy is clear.

Voiced vs.Unvoiced

Consonants can be classified as either voiced or unvoiced.Voiced consonants are always combined with a vowel sound，like B，D，G，V，Z and hard TH.Unvoiced consonants are distinct interruptions between vowel sounds，like P，T，K，F，S and soft TH.

Plosives and Fricatives

Plosives are formed by the sudden release of air.Plosive consonants include P，B，T，D，K，and G.Fricatives are formed by the friction of air flowing through restricted air passages.Fricative consonants include F，V，TH，Z，S，SH and ZH.

Nasals and Affricates

Nasals employ resonance in the nasal cavities.The nasal consonants include M，N and NG.Affricates combine a plosive with a fricative.The affricates include the unvoiced CH and the voiced J.

Extreme Consonants

Announcers need to be careful of the extreme consonants that can be distorted by microphones：The“popping plosives”P and B The“clicking plosives”Kand G Excess sibilance from S and Z Excess nasality from M，N and NG.

Steeling Consonants Most people are sloppy articulators of consonant sounds，especially the final T and D sounds of unstressed syllables and at ends of sentences.Announcers should practice“steeling consonants”—striving to make them crisp，clean and clear.

Announcing/Standard Pronunciation

（Continue）

（Continue）

附件-5（Appendix-5）

Announcing/Five Steps to Build a Better Voice

［Voice Improvement］

This chapter discusses one of the announcer's most valuable assets：a pleasant voice.It identifies five“building blocks”to help you develop a more polished voice.

One of the most valuable assets of an announcer is a pleasant voice.Of course，what sounds pleasant to some people may not sound pleasant to others.So it's important to keep in mind what a specific culture values in a speaking voice.I'm going to focus on American culture，since that's what I'm most familiar with，and the culture where most of my students will find employment.While some of the general qualities of a pleasant voice in our culture may extend to other cultures，it's likely that there may be some significant voice differences among professional announcers in other parts of the world，as well as regional variations within America.

1 Breathing

2 Posture

3 Resonance

4 Vocal Variety

5 Style

6 Notes

1 Breathing

The human voice is very much like a musical instrument.And just like any instrument，the sound produced by one's voice reflects both the characteristics of the instrument and the skill of the musician playing it.The sound of your voice is unique，reflecting your individual vocal qualities.But with practice，you can learn how to play your“instrument”better.

Your voice is a wind instrument.The air that makes up your voice is supported by a flexible membrane called a diaphragm.

Your voice belongs to the family of instruments knows as wind instruments.A wind instrument produces sounds with a vibrating column of air.Consider the clarinet，for example.I used to play the clarinet，and it took a lot of practice to get the column of air inside of the instrument to vibrate so that it produces a sound.It took even more practice to make a pleasant sound.I had to learn how to force air through a small opening past a semi-rigid wooden reed attached to the clarinet's mouthpiece.As I blew into the mouthpiece，the reed would vibrate rapidly，causing the column of air inside the clarinet to vibrate.By pushing buttons and closing holes on the barrel of the clarinet，I could change the length and shape of this column of air，thus adjusting the resulting tones.

In the case of your voice，the vibrating column of air is inside of you，extending from your chest，through your throat and up through the nasal cavities in your head.You make sound by exerting upward air pressure through a small opening in your throat called the larynx and past a semi-rigid reed-like membrane called the vocal folds.By varying the length of the vocal folds and the position of your jaw，lips and tongue，you are able to change the shape of the column of air，thus changing the tone of your voice.

So perhaps the best place to start learning how to improve your voice is by learning how to control the wind in your wind instrument：your breath.Of course，breathing and producing vocal sounds aren't the same，but breathing is necessary for producing voice.You can breathe without making a sound，and unless you are a non-stop talker，that's what you do most of the time，breathing in and out without making much of a sound.But you can't produce vocal sound without your breath.You can make other sounds，like snapping your fingers or clicking your tongue，but you need breath to produce voice.

Breathing is certainly something that most people take for granted.You probably don't think about it much.After all，you must already know how to breathe；otherwise，you wouldn't be alive to read this.But are you breathing in a way that contributes to a better voice？Are you using your breath in a way that helps you produce clear，clean，pleasant sounds with your voice？Are you taking full advantage of your natural breathing mechanism to produce a full，rich vibrating column of air？In short，are you breathing from the diaphragm？

When you were just a baby，chances are you breathed from the diaphragm.If you get a chance，take a close look at some infants in a nursery.Watch as they breathe while lying in their cribs.You should see their little tummies rise as they inhale，and fall as they exhale.But you probably won't see a whole lot of motion in the upper part of their chests.Almost all of the movement associated with breathing is centered around the lower chest and abdomen.They are breathing not by expanding the top of their chests，but by expanding their diaphragms at the bottom of their chests.

The diaphragm is a flexible，muscular membrane.It's like a curved，flexible“shelf”near the bottom of your rib cage that separates your chest cavity from your abdominal cavity.The diaphragm is rather unusual in that most people don't have a lot of direct control over it.Instead，you indirectly control the motion of the diaphragm by using the muscles attached to it：the intercoastal muscles that are attached to your rib cage，and the abdominal muscles that hold in your gut.

A healthy diaphragm has a lot of“spring”to it.It might help to think of it like the top half of a hollow rubber ball.If you cut a rubber ball in half，placed the top half on a table，and gently pressed down on it，it would expand outward as your pressure flattened it.When you released the pressure，the rubber ball half would quickly spring back to its original curved shape.

In a similar fashion，when you inhale，your diaphragm flattens and expands outward.Your rib cage expands，pulling the diaphragm downward toward your abdomen，drawing air into your lungs.When you exhale，your muscles relax，allowing the diaphragm to return to its normal，upwardly curved shape.Your rib cage contracts，and your diaphragm springs upward to help push the air out from the bottom of the lungs.

Your lungs are shaped like triangles，with a narrow end at the top and a wide base at the bottom.Because the lungs are narrower at the top and wider at the bottom，your lungs hold most of the air you breathe near the bottom.At least that is the case if you fill your lungs by breathing from the diaphragm.But over time，people develop poor breathing habits.Rather than fill their lungs to capacity by breathing from the diaphragm，many people use only a portion of the lung's capacity.They become“shallow breathers，”using only a small portion of their lungs'capacity.

Breathing from the diaphragm helps you maximize your lungs'capacity.It can fill up your lungs fully and quickly.It can also help reduce the sound of your breathing，which is an important consideration when you are using a microphone.Diaphragmatic breathing can also help relax you.Taking a deep，deliberate breath from the diaphragm is an excellent way to reduce“mic fright”or“stage fright.”

But perhaps most importantly，breathing from the diaphragm can help you achieve a dramatic improvement in the quality of your voice.It is the foundation upon which rests all of the other“building blocks to a polished voice”discussed below.

2 Posture

Stop for a moment and take a good look at yourself.Are you sitting up straight？Or are you hunched over，with your back curved and your head drooping？If you're like most people，chances are your posture is not the greatest.

It's easy to develop bad posture habits.But there are many reasons why you should try to have good posture habits.A chiropractor will probably tell you that poor posture is one of the primary causes of back pain.Your mother probably told you that you will appear smarter and more attractive when you sit up straight.A good friend may have pointed out to you that you'll look taller if you stand up straight.But I'm going to give you another reason for good posture：it can help your voice sound better.

Good posture can make you appear taller.It can also improve the quality of your voice.

That's because your body is the container that holds the vibrating column of air that produces your voice.When your body position is well-balanced，the muscles and membranes that hold this column of air are best able to produce a full，rich sound.But If you slouch or hunch over，your body position will be out of balance，and your voice will not sound its best.

So try to keep your upper body upright，with your shoulders in line with your hips.Think about a string pulling up the top of your head as if you were a marionette.If your upper body is excessively curved forward，it will restrict your breathing and your ability to support your voice from your diaphragm.You don't want to cave in your chest.Try to keep your shoulders from hunching forward.

On the other hand，you don't need to stand or sit as“stiff as a board.”In fact，your back is naturally curved a bit，almost like a tall skinny letter“s”with a gentle curve forward near the top and gentle curve back at the bottom.You shouldn't try to force it to be uncomfortably straight.Instead，try to stand or sit in a relaxed，confident manner，head up，shoulders back，eyes ahead.Try to find a posture that feels comfortable，natural and balanced.

You may have heard Yoga and Pilates instructors refer to this balanced posture as the neutral spine.As noted Pilates instructor Margarette Ogle describes it，the neutral spine is“the natural position of the spine when all 3 curves of the spine—cervical（neck），thoracic（middle）and lumbar（lower）—are present and in good alignment.”［1］Yoga and Pilates exercises are excellent ways to help you achieve better posture.

Poor posture can make it harder to fill your lungs completely，reducing your ability to breathe from the diaphragm.Poor posture can make your more audible，especially when you're using a microphone.Poor posture can reduce your alertness and concentration，making it difficult to visualize the meaning of your message.And poor posture can even have a negative affect on your mood，which in turn can affect the enthusiasm of your vocal delivery.

On the other hand，good posture can make it easier to breathe fully from the diaphragm.Good posture can help you breathe more quietly，as your body position contributes to a solid column of air free from unnatural physical blockages.Good posture enables easy and decisive movement of your primary articulators：the jaw，the lips，and the tongue.Good posture helps you maximize your vocal resonance.And good posture can even help you feel good about yourself，helping you to relax，and feel less stressed.

So do yourself—and your voice—a favor.Practice good posture.

3 Resonance

Resonance is one of the most vivid qualities of a good voice.Voice consists of vibrating air；resonance refers to the degree the body effectively contributes to this vocal reverberation.

Vocal sounds originate when your vocal folds（vocal cords）rapidly vibrate.Vocal folds（chords）are small flaps of tissue that stretch across the larynx（voice box）at the top of the trachea（windpipe）.The vibration created by the vocal folds is very weak，little more than a soft whisper.This sound must be amplified in the resonating chambers of your body.

There are three primary resonating chambers：the head，the throat，and the chest.A good-sounding voice will take advantage of all three.

To increase the resonance in your voice，the muscles surrounding the resonating chambers must be relaxed.Try to find your optimum pitch，where you achieve the most natural resonance.The optimum pitch is about 1/3 of the way up your total pitch range.

You can also increase your apparent resonance by speaking at an angle to the“sweet spot”of a mic（2 to 8 inches away）.

4 Vocal Variety

A good-sounding voice is interesting and distinctive，conveying meaning through the skillful use of vocal variety.Effective vocal variety sounds natural，not forced or fake.

There are at least four kinds of vocal variety：pitch variety，rate variety，volume variety and force variety.

Pitch variety，or inflection，is the skillful use of a variety of pitches（vocal“notes”）to convey meaning.Monotone is too little inflection.Sing-song is too much inflection.

Rate variety，or tempo，is the skillful use of speed of delivery and pauses to convey meaning.Most people speak too rapidly most of time.Learn the value of the pause！

Volume variety is the skillful use of loud and soft vocal delivery to convey meaning.A conversational level is usually best.Mic positioning and amplification also affect volume.Force variety is the skillful use of vitality，intensity and energy to convey meaning.Use a natural level of enthusiasm：be yourself without being subdued.

5 Style

A good-sounding voice is unique，distinctive，unmistakable.Vocal style is your trademark：It sets you apart from the rest.Skillful announcers are keenly aware of the value of style.

Think about your style...

What are your strongest vocal qualities？Play to your strengths.

What kind of copy do you enjoy reading？Why？

Describe your“vocal persona.”

What does your voice say about you？What do you want it to say？

6 Notes

1.How To Find Neutral Spine Position，http://pilates.about.com/od/pilatesexercises/ht/NeutralSpine.htm.

附件-6（Appendix-6）

Announcing/Reading Copy

This chapter discusses one of the most important announcing skills：reading copy.It includes three essential principles for“breathing life into copy.”

1 Breathing Life into Copy

2 Three steps to communication

3 Visualization

4 Enthusiasm

5 Audience Focus

1 Breathing Life into Copy

One of the most important skills announcers learn is how to read copy.The term“copy”refers to the script of an announcement：the words the announcer is expected to say.Sometimes announcers write their own copy，but more often than not an announcer reads copy written by others.Announcers do more than simply read words printed on a piece of paper or displayed on a teleprompter screen.They must be able to“breathe life”into those words.

Think back to your earliest memories of reading words out loud.For many people，it was in elementary school.Your teacher may have asked you to read a paragraph out loud from a book.Perhaps you had to read a nursery rhyme or a portion of a story.You probably had to read out loud in front of your classmates，some of whom may have been better readers than you were.How did that make you feel？What was your reaction to hearing others read out loud？

For many people，reading words out loud in a classroom setting is not their most pleasant childhood memory.It's not as bad as having to give a speech in front of your peers，perhaps，but it probably was not as fun as other things you did in school.Especially，if you were not very good at it.And most people weren't.

When you hand a sheet of paper to someone and ask them to read it out loud，it typically sounds a bit boring.Rather dull.Lifeless.That's because when most people read out loud，it sounds like they're reading out loud.As an announcer，you don't want to sound like that.

An announcer doesn't read words out loud.An announcer communicates.When you read out loud，your mind is thinking about the words on the page.When you communicate，your mind is thinking about the meaning of those words.When you read out loud，your eyes focus on print.When you communicate，your eyes focus on the audience.When you read out loud，your goal is to read the words correctly.When you communicate，your goal is to get your message across.And perhaps most importantly，when you read out loud，you sound like you are reading out loud.When you communicate，you sound like you are communicating.

2 Three steps to communication

In order to move from simply reading words out loud to communicating a message，it helps to understand the process of communication.Now while much has been written about that process，I'm going to simplify things greatly for purposes of this discussion.Focus for a moment on the following three essential steps to communication.

Firstly you think about what you are going to communicate.This is the“thinking stage，”where you use your brain to analyze and synthesize the key ideas you wish to convey.Sometimes this is referred to as intrapersonal communication，since it is a form of communication（or“pre-communicative activity”）that occurs inside of you，inside of your head.It's important that you try to understand what it is you are going to say before you actually say it.That means that you do more than just keep in mind the meaning of each word that you say.It means that you think about the meaning behind the message you are going to communicate.

Secondly，you“capture”that thought into language in order to create a purposeful，meaningful message.This is the“encoding stage，”where you use your linguistic abilities to put your thoughts into words.You try to find the right words，and put them in the right order，so that they make sense.The goal is to form a message that has both meaning and purpose，one that you can communicate effectively，and others can understand easily.

Thirdly，you deliver that message to the audience.This is the“speaking stage，”where you project the words into sounds intended for others to hear.You use your voice to add impact and vitality to the words of your message，and you aim your voice to the listener.You aren't just talking out loud，but rather，you are directing your thoughts，your words，and your voice to your intended audience.

Most of the time，when an announcer is reading copy，the first two steps have already been done.The ideas in the copy were someone else's ideas.The words in the copy were someone else's words.But it is your voice—your speech—that is trying to convey those ideas and breathe life into those words.

That's the key challenge of announcing：to take copy that someone else has written and make it sound like the ideas you are conveying are your ideas，that the words you are using are your words.And that's not easy to do，in part because the only step in this process where you have full control is in the final step，where you speak the words out loud.

In order to meet this challenge，let me share with you what I have found to be three essential qualities for breathing life into copy.Each of these qualities reflects one of the three steps to communication mentioned above.While an announcer's involvement in the communication process may seem limited to the“speaking stage，”a talented announcer will sound like he or she was involved in the thinking and encoding stages as well.How？By clearly visualizing the message，expressing it with enthusiasm，and delivering it with a popular aim.

3 Visualization

The first quality is visualization.An announcer must be able to visualize，to“see”the message clearly.Like the“thinking stage”in communication，visualization occurs inside of you，inside your mind.Tovisualize effectively，an announcer needs to have a good imagination，and the ability to keep their mind focused.That's not as easy as you might think.

Here's a little experiment I'd like you try.Below is some broadcast copy for a thirty second radio commercial.What I want you to do is first read it—out loud—all the way through once.Then scroll down the page right after you read it，and avoid looking back at the copy.I've put some space above and below the copy to help keep you honest.

When you're ready，scroll down the page，read the copy out loud，and then scroll down some more to continue the experiment.Remember：just read it through out loud once！

On a cold，winter day，there's nothing quite as delicious as a bowl of Campbell's Tomato Soup...The wonderful aroma...the delightful taste...Mmmm...Campbell's Tomato soup really satisfies a winter hunger.And Campbell's is good for you：a hearty lunch of Campbell's soup，a sandwich and a glass of milk provides a wholesome balanced meal.So the next time you're looking for something good to warm up a winter day，remember—Campbell's Tomato Soup is good food！

Scroll down please！No looking back（at least not yet）.

OK，now try to put the message you just read out loud in your own words.Write down what you think you just said.Now scroll back up and compare what you wrote with the copy you read.What ideas did you recall？What ideas did you omit？What ideas，if any，did you express that wasn't in the copy？

Perhaps you recalled the name of the product.Perhaps you recalled a slogan or catchy phrase.Perhaps you recalled a word or two that“stuck out”while you were reading the copy.But none of those things represent the meaning of the message.They are just words，and if all you remember are words，you have yet to“see”the message behind the words.Remember，as an announcer，you want to focus on meaning，not words.

Now let's read the copy again.This time，let's begin by reading just the first phrase：

On a cold，winter day...

Stop and think for a moment what that phrase means.Now try to picture that meaning.That is，try to vividly imagine a cold，winter day.Get it clearly fixed in your mind.Close your eyes and“look”at that picture for a moment.

Did you close your eyes？C'mon now.Do it with me.Close your eyes.Practice“seeing”with just your mind.

Now try to answer these questions：

How cold is it？

Is it snowing？

Is it icy？

Is it sleeting？

Is it windy？

Is it sunny or cloudy？

Are you outside in the cold，or inside a warm house？

What are you wearing？

What color clothes are you wearing？

What state are you in？

What month is it？

What time of day is it？

Are you with someone else，or by yourself？

Is it the present，are you in some other time？

If it isn't the present，what year is it？

How do you feel？

Do you like cold，winter days？Why or why not？

I could go on and on，but I think you get the idea.Were you able to sustain in your mind a clear and detailed picture of“a cold，winter day？”Were you able to not only describe it，but see it with your“mind's eye？”Was what you saw in your mind a fuzzy，general image or a clearly detailed image？

Practice doing this with the other phrases in the copy.Read a phrase，then stop and imagine it in your mind before moving on.Probe your“mental picture”for details.Try to get as specific as you can.Visualize.

4 Enthusiasm

The second essential quality is enthusiasm.Announcers do more that just talk out loud.They communicate messages with genuine enthusiasm.They may not always get to choose the words they are saying，but they make it sound like those words are their own，that they are a natural expression of a real desire to share something special with the audience.

The word“enthusiasm”has an interesting background.For most of human history，the word had a religious connotation.An“enthusiast”was a person inspired by God（or Gods，as in the case of Greek Mythology）.The word itself is of Greek origin，formed by combining the root words en（in）and theos（God）.In essence，if you had enthusiasm，God was in you.

Of course，today the word has lost much of its religious significance.We typically use the word“enthusiasm”to describe an intense interest or enjoyment.Perhaps it might be used to describe a zest for life，or a zeal for a worthy cause.But while the word may not be used in the same way as it used to be，it still has，at its core，a touch of the Divine.

Whether you believe in God or not，consider for a moment what it would be like to have God inside of you.At the very least，you would probably say it would make you feel different，a bit out of the ordinary.Some might say it would make them feel inspired.Perhaps even ecstatic.A few might even say that it would make them feel like they had achieved their“highest destiny，”a state of supreme fulfillment.

Now I'm not suggesting that announcers should try to read copy as if they were divinely inspired to deliver a message from on high.But I am suggesting that effective announcers convey with their voices a remarkable aura of passion and conviction.They are able to captivate an audience with their words，almost as if they had some kind of mystical inner power of persuasion.They are able to communicate a message in such a compelling and irresistible manner that people can't help but listen.

Let me ask you a few question about your personal experiences with communication...

Have you ever been able to talk so deeply and intimately with someone else that it seemed like you had known them all your life（even if you had just met them）？

Have you ever met someone that seemed to understand you better than you understood yourself？

Have you ever felt someone was able to“break down”your defensive psychological“walls”and speak to the“real you”？

Have you ever had the sense that someone knew what you were going to say before you said it，almost as if they could read your mind？

Have you ever had the feeling that you could communicate with someone without using words...just by a look，a knowing glance，a wink and a nod？

Have you ever known someone who was a“born communicator，”seemingly able to connect with anyone，at any time，at any level？

If you answered yes to any of the above，perhaps you can appreciate what I'm about to say next.Communication doesn't just occur at the level of words，and it doesn't just occur at the level of our minds.The most powerful communication occurs at the level of our innermost beings，our souls，if you will.The most effective communicators speak from the heart...directly to your heart.

When I say that an essential quality of breathing life into copy is enthusiasm，what I'm trying to say is that you need to breathe some of your own life into the copy.You need to en-thuse your copy，to inject a piece of your innermost self into your reading.

How do you do that？Well，it's not a skill that is easily taught.Everyone is different，and what works for me might not work for you.But I believe everyone can learn this skill.

In fact，I believe you already have this talent inside of you，but you might not choose to use it very often.Maybe you feel that it's risky to talk“from your heart.”And indeed it can be risky.People might see the real person inside of you.But it can also be risky to not put your heart and soul into what you say.People tend to resist listening to someone that doesn't sound like“the real thing.”If your announcing lacks genuine enthusiasm，most people will simply tune out.And if they tune out—nomatter how good you think you may sound—you've failed to communicate.

Perhaps the first thing one must do to be genuinely enthusiastic is to be genuine.Be honest with yourself.Take a good，long，hard look in the mirror.Don't focus on your flaws；we all have imperfections.Nobody is perfect.You aren't perfect.But inside of you is something good.Something potentially is great.Something is that if you just“let it out”and polish it a bit，can shine brightly.So let it.Look deep into those eyes in the mirror，gazing through the clouds of artificiality to get inside to your natural beauty.Lock onto it，and with as much determination as you can muster，decide today to never keep it hidden again.

If that sounds like a pep talk，well，it is.But if you are ever to achieve a knack for injecting natural enthusiasm into your copy，that's the kind of pep talk you need.And you need to be able to give that pep talk to yourself every time you get behind a microphone or in front of a camera.Whatever words，thoughts，ideas，images，or sayings that work for you—do what it takes to help yourself reach the point where you just naturally believe in yourself.All the time.

When I was a young man attending broadcasting school，one of my instructors said something to me that I will never forget.It's something I would like to share with you now.It's not exactly a pep talk，but for me，it was what I needed to hear.In a sense，it was my“announcing epiphany，”the“ah hah！”moment when I finally saw the“light”of how to read with natural enthusiasm.

I was woodshedding—reading a piece of copy out loud，over and over and over again，trying to get it just right.But each time，my instructor said，no，do it again.So I would try to read it a slightly different way.Then，in an another way.“No，not there yet，”he would say.

Finally，after trying what seemed like a hundred different approaches，I said to him，“I've tried it every possible way I've can！”

He replied，“Precisely.And THAT'S the problem.You're TRYING.I can hear that in your read...I can hear that you are TRYING.I don't want to hear someone trying to talk to me.I want to hear someone who IS talking to me.So DON'T TRY.JUST DO.”

At first I thought he was crazy.But I decided to give it a try.Or should I say，I decided to stop trying.

So I just looked at him，then looked at the copy，and just read it，without trying to do anything special.And I nailed it.We both knew instantly that It was much better than any read I had done previously.

He just smiled and said，“See，that wasn't so hard.You had it in you all the time.But all that TRYING was getting in way.All I could hear was the effort，not the real you communicating to me.So remember：DON'T TRY.JUST DO.”

5 Audience Focus

When most people read out loud the words on a piece of paper，they typically don't think too much about who may be listening.They focus on the words，not the message.They focus on the reading of those words，not the hearing of them.

But the words in a piece of copy are much more than just the words an announcer reads.They are the fundamental tools for communicating a message effectively to as broad an audience as possible.When a skillful announcer communicates a message，the focus is very much on those who are listening，and how they hear that message.Announcers strive for an audience focus.

Now perhaps you were born with perfect 20/20 vision，and you can see the world around you in sharp focus.I'm not so lucky；I've had to wear glasses most of my life.I'm very nearsighted.That means when I'm not wearing glasses，anything that isn't within a few inches from my eyes is blurry.If I want to see something in focus，I either have to bring them right up to my face，or I have to put on my glasses.

Just as wearing glasses can help one see the world in better focus，announcers develop techniques for seeing the audience in better focus.

There are some announcers who have perfect 20/20“audience vision”as well.They can clearly focus on the unseen audience that is hearing their message.They just naturally sound like they are connecting with the audience，speaking as if they can see the people they are speaking to.Maybe some announcers are“born”with such perfect audience focus.

But I think most announcers must work hard to bring their audience in focus.A clear focus on an unseen audience doesn't come easy for most people.Sure，beginning announcers may be able to imagine the audience，but not with a very sharp focus.Like the world I see without my glasses，the audience may seem rather blurry.So while it may be relatively easy for you as a beginning broadcast performer to imagine that someone is in the audience，listening and perhaps watching you as you deliver your message，it will take time—and a lot of practice—to develop the ability to develop a clear，sharp focus on the audience.There are a number of strategies.

附件-7（Appendix-7）

Announcing/Voice Exercises

Important：All exercise involves some stressing of muscles，but be especially careful to do voice exercises in a gentle manner.Never strain your voice to the point of pain.Don't do any exercise that causes you pain or discomfort.

Voice Exercise Routine One

1 A relaxed body is required for proper breathing，correct posture and optimum resonance.Begin this exercise routine by gently stretching your muscles in your legs and shoulders.Reach your arms up，then out to the sides.Hold the stretches for a count of 10.Gently rotate your shoulders slowly，first in one direction，then the other.

2 Your jaw and neck should be relaxed for proper breathing.Using both hands，gently massage your jaw and neck.Continue until your jaw and neck feel relaxed.

3 Neck stretches can be very helpful exercises，but be especially careful not to overdo it.Gently stretch your neck（only as far as comfortable）to the right，then to the left，then forward.Hold the stretches for a count of 10.Don't stretch your neck backward.Gently twist the neck（again，only as far as comfortable）to the right and to the left.

4 Stretch mouth open wide as far as you can；hold for a count of 10.Relax and repeat.

5 Gently wag your jaw back and forth a few times.Then bend forward slightly and gently shake your jaw.

6 Smile very widely，then quickly pucker your lips.Try to do this 10 times rapidly.

7 Point and stretch your tongue；first right，then left，then up，then down.Relax and repeat.

8 Do scales，upward，start as low as comfortable；downward，start as high as comfortable.

9 Inhale as you count/hold/then exhale as you count.Start with a count of 10，work up to 25.

10 Practice reading copy with pinkies stretching sides of mouth（or pencil in mouth）.

11 Practice reading copy while deliberately over articulating.

12 Practice reading copy while alternating high and low pitches.

13 Practice reading copy at different speeds；first as fast as you can，then very slowly.

14 Practice reading copy at different volumes；first as loudly as you can，then very quietly.

15 Practice reading copy while inflecting as if you were reading a story to a child.

Practice copy：A few words about announcing

（You may use the following paragraphs as practice copy for use during your exercise routines.）

Broadcast announcing is an exciting profession，one that employs thousands and affects millions.It's hard to imagine anyone who has not heard a friendly voice on the airwaves.We wake to our favorite music introduced by a disc jockey.The weather reporter tells us to bring an umbrella to work.We catch up on what's happening by listening to a newscaster.The sportscaster brings alive the excitement of athletic competition.We buy products that are extolled by voice-over artists on radio and television.The announcer's voice can be heard almost everywhere—in the bedroom，the kitchen，the living room，the family room，the office，and of course，in the car.Yes，it is hard to imagine a world without announcers.

Broadcast announcing continues to be a popular career choice among young people.In fact，most radio and TV stations confirm that there are many more applicants for announcing positions than there are openings，and this has resulted in a very competitive job market.Still，if one is willing to work hard at developing the skills and talent necessary for successful announcing，the chances of being one of those“at the top”increase greatly.If you have dreamed of being a famous newscaster，DJ，sportscaster，weather reporter or voice-over artist，then the surest way to achieve that dream is to practice，and practice，and practice some more.

Voice Exercise Routine Two

1 Always begin any voice exercise routine by gently stretching and messaging your jaw，neck and throat.（See the stretching exercises in the first voice exercise routine.）

2 You may find it easier to breathe from the diaphragm while lying down.For the next series of exercises，lie on the floor.Place your hands on your abdomen and inhale，concentrating on pushing your hands up and out.Exhale while concentrating on pulling your hands down and in.Try to focus on your abdominal muscles as they stretch（inhale）and contract（exhale）.Continue in this position as you do the following：

Purse your lips as you exhale，blowing out a thin stream of air.

Hum a low note（near your optimum pitch）as you exhale.Try to find the note where you feel maximum vibration in your lower abdomen.

On this note，sing each of the vowel sounds as you exhale（AY-EE-I-OH-OO）.Sing each vowel sound once on a single breath，trying to hold the sound as long as possible.Then try to sing all on one breath，gliding between the sounds.

Again on the same note，loudly speak each of the vowel sounds in a staccato fashion as you exhale.Do this first individually with each vowel，then as a group.

While concentrating on breathing from the diaphragm，speak the following sentence loudly and slowly in a low，resonant voice：“Long and low，connected and slow.”Say this with gusto，deliberately and slowly，with as much resonance as you can.

3 Stand up but hold your hands to your abdomen as when you were lying down.Try to focus on breathing from the diaphragm in this standing position.Now speak loudly and with as much resonance as you can：“Long and low，connected and slow.”

4 While breathing from the diaphragm，read the following tongue twister.Try to read it with clean articulation and with expression，conveying the meaning of the copy.

Betty Botter bought some butter.“But，”she said，“the butter's bitter and if I put this butter in my batter it will make my batter bitter.”So Betty Botter bought some better butter and put the better butter in her batter so her batter wasn't bitter.“That's better，”said Betty.

5 Look at yourself in a mirror.Practice reading the following sentences while looking in the mirror.Try to express the emotions listed after each phrase with both your voice and your eyes.

Don't do that to me.［hate；fear；pain］

I've been waiting for you.［love；despair；sarcasm］

What are you doing？［surprise；anger；curiosity］

How much do announcers make？

Katie Couric is one of the highest paid women in the Announcing field.Some announcers make very good money，because they have talents that are in great demand，and people are willing to pay handsomely for them.The very few announcers who have reached the top of their profession，such as network news anchors，can earn millions.When Katie Couric accepted the job of anchor of the CBS Evening News，she reportedly agreed to a salary of$15 million a year.［6］Perhaps even more amazing was that Couric may have turned down NBC's offer of$20 million per year to continue hosting The Today Show in favor of the prestige of being the first sole female anchor on a major network evening newscast.［7］Of course，it should be pointed out that the CBS Evening News is a half-hour program，while The Today Show is four hours long.So on an hourly basis...well，let's just say Katie is doing quite well for herself.

Unfortunately，most announcers don't make nearly that kind of money.It is not uncommon for entry-level radio announcers to make minimum wage or just slightly more，especially in smaller towns and for those employed on a part-time basis.While most announcers earn more than minimum wage，many people are surprised to discover that the average salary is not that much higher.

Again，the U.S.Bureau of Labor Statistics（BLS）offers us some insight.［8］In 2007，the BLS reports that the average hourly wage for announcers was$18.44，and the average annual salary was$38,360.Those working in broadcast news made a bit more，with$25.69 as the average hourly wage and$51,350 as the average annual salary.It's interesting that in both categories，the median wages and salaries were considerably lower than the averages.For announcers，the median figures were$12.38/hour and$25,740/year，and for broadcast journalists the medians were$17.79/hour and$37,010/year.The median is the“middle point”in the pay range；in other words，half make more than the median and half make less.The disparity between the averages and the medians suggests that there are a few people who make well above the average（like Katie Couric），and these top-earners consequently“stretch”the industry average well above the middle point of the pay scale.In statistic-speak，announcing salaries reflect a skewed distribution.

Such salary figures may seem discouraging.But keep in mind that most announcers earning salaries at the lower end of this range are probably either just starting their careers or working part time（or both）.Also，there tends to be considerable employee turnover in announcing jobs at the lower end of the pay range.It is fairly common for announcers to move from one job to another many times in the early stages of their careers，as they“work they way up to the top.”Within a few years of working in the profession，young announcers find that they either“have what it takes”to reach the top，or they don't.There are many people who work as announcers in their 20s，only to move on to more lucrative careers in their 30s.For those who stay in the profession，most find they are eventually able to make at least a modestly comfortable salary.

What kind of training do announcers need？

Some people who work in the announcing profession do not have any formal training in the art of effective communication.A college degree，or for that matter，a high school diploma，is not a requirement for many announcing jobs.It is quite possible that a person who has a good voice，an engaging style and a persuasive personality can succeed in the announcing profession regardless of academic credentials.

Nevertheless，most announcers have completed at least some post-secondary work.A college education can greatly increase one's chances of success in the profession，and provides a foundation for a wider range of career opportunities.This is especially true of those who work in news；nearly all broadcast journalism positions require a bachelor's degree.Serious journalists often pursue a master's degree in journalism or communication.

College-level announcing courses are typically offered by departments of communication，broadcasting，or journalism.Such courses can be found under various titles，like“Broadcast Announcing，”“Communicating on TV & Radio，”and“Performing for the Mass Media.”Sometimes announcing skills are taught as a part of a broader course，like“Introduction to Broadcasting，”or“Radio Station Operation.”

Sometimes courses in announcing are combined with other courses in a curriculum designed specifically for those pursuing a career in broadcasting.An aspiring announcer should consider coursework in audio and video production，journalism，broadcast management，voice and articulation，acting，script writing and mass communication.Depending on one's particular interests，courses in music，sports officiating，marketing，film，advertising and public relations can also be helpful.

Many announcers get their first real“job”at college radio or television stations.College stations，especially radio stations，are typically operated by students and advised by a faculty member，graduate student or staff person.The role of the advisor varies greatly from station to station，but most stations fall into one of two categories：faculty-supervised stations that are funded by an academic unit and operated as part of a broadcasting curriculum，and student-managed stations that are funded by student government and operated as a student activity organization.Both kinds of stations can provide valuable opportunities for learning practical broadcast skills.

What is the future of the announcing profession？

It is likely that there will continue to be a need for announcers.As long as there are messages that people want to be communicated，there will be those willing to pay for those who can communicate those messages effectively.

Having said this，it is also likely that technological，cultural and economic forces will change the nature of the announcing profession in the coming years.Radio is changing as people gravitate to iPods and satellite audio delivery services.Television is changing as people increasingly download videos from the internet.News is changing as the traditional gatekeeping function of the“mainstream media”is being challenged by the“blogosphere”and alternative media.

Yet while change may be inevitable，the fundamental skills that talented announcers possess will always be in demand.Formats may change，news values may change，media may change.But people who can use their voices to convey meaningful messages effectively，persuasively and passionately will rarely be out of a job.At least not for very long.

The bottom line：not everyone who seeks to be successful in this profession will be successful.But if you polish your communication skills，sharpen your vocal talents，continually seek to learn more about as much as you can，possess a strong and abiding work ethic，and are willing to be flexible，you can and should go far in this field.

Notes

1.Bureau of Labor Statistics，U.S.Department of Labor，Occupational Outlook Handbook，2008-09 Edition，Announcers，http://www.bls.gov/oco/ocos087.htm.

2.Bureau of Labor Statistics，U.S.Department of Labor，Occupational Outlook Handbook，2008-09 Edition，News Analysts，Reporters，and Correspondents，http://www.bls.gov/oco/ocos088.htm.

3.Bureau of Labor Statistics，U.S.Department of Labor，Occupational Outlook Handbook，2008-09 Edition，Actors，Producers，and Directors，http://www.bls.gov/oco/ocos093.htm.

4.Bureau of Labor Statistics，U.S.Department of Labor，Occupational Outlook Handbook，2008-09 Edition，Writers and Editors，on the Internet at http://www.bls.gov/oco/ocos089.htm.

5.Bureau of Labor Statistics，U.S.Department of Labor，Occupational Outlook Handbook，2008-09 Edition，Broadcast and Sound Engineering Technicians and Radio Operators，http://www.bls.gov/oco/ocos109.htm.

6.CBS fought to keep the exact terms of Couric's salary confidential，but most sources agree that it is at least$15 million per year for five years.See http://www.usatoday.com/money/media/2006-05-12-hollywood-pay_x.htm.

7.See http://www.foxnews.com/story/0,2933，185380，00.html.

8.See http://www.bls.gov/iag/tgs/iag515.htm.

附件-8（Appendix-8）

Announcing/Writing Broadcast News

1 Broadcast vs.Print News

2 Writing for the ear

3 Fang's Easy Listening Formula

4 Reading News Scripts

Broadcast vs.Print News

1）Broadcast news is...

meant to be heard

limited by time

shorter in length

present tense

simpler words

conversational lead

diamond style

2）While print news is

meant to be read

limited by space

longer in length

past tense

broad vocabulary

5 Ws and an H

inverted pyramid

Print news uses the inverted pyramid style.

Broadcast news uses the diamond style.

Print News Lede（The Woods）Red R.Hood，a young girl from The Woods，cleverly escaped serious injury yesterday afternoon when she was approached by a transvestite wolf while on her way to her grandmother，Aôs house，according to sources close to the family.

3）Broadcast News Ledes

Summary lead

“A small girl cleverly escaped injury today when she met a wolf in the woods north of town.”

Teaser lead

“It was a close call in the woods today.”

Question lead

“Who's afraid of the big bad wolf？”

Staccato lead

“A girl...a wolf...and a lucky escape.”

Writing for the ear

The KISS rule：Keep it...

Short

Simple

The AAA rule：write news that is...

Attention-getting

Audience-centered

Action-focused

Prefer active over passive voice“A wolf scares a little girl.”（active）“The girl was scared by the wolf.”（passive）

Timeliness—use the present tense

Says is our friend

Say titles before names

Practice strategic redundancy；repeat important facts without sounding dull

Make sure the meaning is clear：“Police found two pounds of heroin in a large woman's handbag.”

Be careful of homonyms：“Ninety were killed by Ebola virus.”“Ninety were killed by a bowl of iris.”

Use round numbers when possible.

Don't overuse pronouns；repeat names.

Fang's Easy Listening Formula

An easy to remember guideline for broadcast news writing is Fang's ELF：

Count all syllables over 1 per word in each sentence

A good guideline for broadcast news writers is to keep the average Fang ELF below 10.Higher values are harder to read and harder to listen to.

Professor Thompsen hopes you get a good grade on the next quiz.（Fang ELF value is 3.）Professor Thompsen also sincerely wishes you achieve maximum success in a broadcasting career.（Fang ELF value is 14.）

Reading News Scripts

Anchors must read news scripts that typically contain abbreviations & cues like：

SLUG（brief story title）

TRT（total running time）

SOT（sound on tape）

VO（voice over）

CG（character generator）

SUPER（superimposed）

IN or INQ（in-cue，first words of a sound-bite or package）

OUT or OUTQ（out-cue，or last words）

LS（long shot）

TS（tight shot）

CU（close-up）

XCU（extreme close-up）

OS（over-the-shoulder）

RS（reverse shot）.

附件-9（Appendix-9）

Tongue-twister practice for Broadcast Delivery

Many tongue-twisters use a combination of alliteration and rhyme.They have two or three sequences of sounds，then the same sequences of sounds with some sounds exchanged.For example，She sells sea shells on the sea shore.The shells that she sells are sea shells I'm sure.or A black bug bit a big black bear，made a big black bear bleed blood.

Another example，Betty Botter：

Betty Botter bought a bit of butter

The butter Betty Botter bought was a bit bitter

And made her batter bitter.

But a bit of better butter makes better batter.

So Betty Botter bought a bit of better butter

Making Betty Botter's bitter batter better.

Two well-known such tongue-twisters are“Peter Piper”：

Peter Piper picked a peck of pickled peppers，

A peck of pickled peppers Peter Piper picked.

If Peter Piper picked a peck of pickled peppers，

How many pickled peppers did Peter Piper pick？

But if Peter Piper picked a peck of pickled peppers，

Were they pickled when he picked them from the vine？

Or was Peter Piper pickled when he picked the pickled peppers

Peppers picked from the pickled pepper vine？

and“How much wood would a woodchuck chuck？”：

How much wood would a woodchuck chuck

if a woodchuck could chuck wood？

He would chuck，he would，as much wood as he could，

and chuck as much wood as a woodchuck would chuck

if a woodchuck could chuck wood.

This one won grand prize in a contest in Games Magazine in 1979［citation needed］：

（Contest announced in issue of November/December 1979；results announced in issue of March/April 1980）.

Shep Schwab shopped at Scott's Schnapps shop；

One shot of Scott's Schnapps stopped Schwab's watch.

Some tongue-twisters are short words or phrases，which become tonguetwisters when repeated rapidly［often expressed as“Say this five（or three，ten，etc.）times fast！”］.

Examples include toy boat，Peggy Babcock，Irish wristwatch，and Red Leather，Yellow Leather.Big whip is another that is difficult for some people to say quickly，due to the lip movement required between the“g”and“wh”sounds.

Spoonerisms

Some tongue-twisters are specifically designed to cause the inadvertent pronunciation of a swearword if the speaker stumbles verbally（see spoonerism）.

An example of this sort：

I'm not the pheasant plucker，I'm the pheasant plucker's mate，

And I'm only plucking pheasants'cause the pheasant plucker's late.

I'm not the pheasant plucker，I'm the pheasant plucker's son，

And I'm only plucking pheasants till the pheasant pluckers come.

http://www.uebersetzung.at/twister/en.htm

Denise sees the fleece，

Denise sees the fleas.

At least Denise could sneeze

and feed and freeze the fleas.

The thirty-three thieves thought that they thrilled the throne throughout Thursday.

Something in a thirty-acre thermal thicket of thorns and thistles thumped and thundered threatening the three-D thoughts of Matthew the thug—although，theatrically，it was only the thirteen-thousand thistles and thorns through the underneath of his thigh that the thirty year old thug thought of that morning.

——byMeaghan Desbiens

I wish to wish the wish you wish to wish，but if you wish the wish the witch wishes，I won't wish the wish you wish to wish.

There was a fisherman named Fisher

who fished for some fish in a fissure.

Till a fish with a grin，

pulled the fisherman in.

Now they're fishing the fissure for Fisher.

To sit in solemn silence in a dull dark dock

In a pestilential prison with a life long lock

Awaiting the sensation of a short sharp shock

From a cheap and chippy chopper on a big black block.

——byW.S.Gilbert of Gilbert and Sullivan from The Mikado

Luke's duck likes lakes.Luke Luck licks lakes.Luke's duck licks lakes.Duck takes licks in lakes Luke Luck likes.Luke Luck takes licks in lakes duck likes.

——from Dr.Seuss'Fox in Socks

One-one was a race horse.

Two-two was one too.

One-one won one race.

Two-two won one too.

If Pickford's packers packed a packet of crisps would the packet of crisps that Pickford's packers packed survive for two and a half years？

——from Naomi Fletcher's real life

How many cookies could a good cook cook If a good cook could cook cookies？A good cook could cook as much cookies as a good cook who could cook cookies.

How much ground would a groundhog hog，if a groundhog could hog ground？A groundhog would hog all the ground he could hog，if a groundhog could hog ground.

How much wood could Chuck Woods'woodchuck chuck，if Chuck Woods'woodchuck could and would chuck wood？If Chuck Woods'woodchuck could and would chuck wood，how much wood could and would Chuck Woods'woodchuck chuck？Chuck Woods'woodchuck would chuck，he would，as much as he could，and chuck as much wood as any woodchuck would，if a woodchuck could and would chuck wood.

Mary Mac's mother's making Mary Mac marry me.

My mother's making me marry Mary Mac.

Will I always be so Merry when Mary's taking care of me？

Will I always be so merry when I marry Mary Mac？

——from a song by Carbon Leaf

Pete's pa pete poked to the pea patch to pick a peck of peas for the poor pink pig in the pine hole pig-pen.

Through three cheese trees three free fleas flew.

While these fleas flew，freezy breeze blew.

Freezy breeze made these three trees freeze.

Freezy trees made these trees'cheese freeze.

That's what made these three free fleas sneeze.

——from Fox in Sox by Dr.Seuss

Birdie birdie in the sky laid a turdie in my eye.

If cows could fly I'd have a cow pie in my eye.

How many cans can a cannibal nibble

if a cannibal can nibble cans？

As many cans as a cannibal can nibble

if a cannibal can nibble cans.

twister of twists once twisted a twist；

A twist that he twisted was a three-twisted twist；

If in twisting a twist one twist should untwist，

The untwisted twist would untwist the twist.

Bobby Bippy bought a bat.

Bobby Bippy bought a ball.

With his bat Bob banged the ball

Banged it bump against the wall

But so boldly Bobby banged it

That he burst his rubber ball

“Boo！”cried Bobby

Bad luck ball

Bad luck Bobby，bad luck ball

Now to drown his many troubles

Bobby Bippy's blowing bubbles.

——from mid-Willamette Valley theater

Mares eat oats and does eat oats，

and little lambs eat ivy.

A Kid will eat ivy too，wouldn't you？

I stood sadly on the silver steps of Burgess's fish sauce shop，

mimicking him hiccuping，

and wildly welcoming him within.

When I was in Arkansas I saw a saw that could outsaw any other saw I ever saw，saw.

If you've got a saw that can outsaw the saw I saw saw then I'd like to see your saw saw.

Yellow butter，purple jelly，red jam，black bread.

Spread it thick，say it quick！

Yellow butter，purple jelly，red jam，black bread.

Spread it thicker，say it quicker！

Yellow butter，purple jelly，red jam，black bread.

Don't eat with your mouth full！

Yally Bally had a jolly golliwog.

Feeling folly，Yally Bally Bought his jolly golli'a dollie made of holly！

The golli'，feeling jolly，named the holly dollie，Polly.

So Yally Bally's jolly golli's holly dollie Polly's also jolly！

——by Mistah Twistah，Tony Valuch

Out in the pasture the nature watcher watches the catcher.

While the catcher watches the pitcher who pitches the balls.

Whether the temperature's up or whether the temperature's down，the nature watcher，the catcher and the pitcher are always around.

The pitcher pitches，the catcher catches and the watcher watches.

So whether the temperature's rises or whether the temperature falls the nature watcher just watches the catcher who's watching the pitcher who's watching the balls.

——bySharon Johnson

If you understand，say“understand”.

If you don't understand，say“don't understand”.

But if you understand and say“don't understand”.

how do I understand that you understand.Understand！？

One smart fellow，he felt smart.

Two smart fellows，they felt smart.

Three smart fellows，they felt smart.

Four smart fellows，they felt smart.

Five smart fellows，they felt smart.

Six smart fellows，they felt smart.

But a harder thing still to do.

What a to do to die today

At a quarter or two to two.

A terrible difficult thing to say

But a harder thing still to do.

The dragon will come at the beat of the drum

With a rat-a-tat-tat a-tat-tat a-tat-to

At a quarter or two to two today，

At a quarter or two to two.

——from a college drama class

Love's a feeling you feel when you feel

you're going to feel the feeling you've never felt before.

I know a boy named Tate

who dined with his girl at eight eight.

I'm unable to state what Tate ate at eight eight

or what Tate's tête à tête ate at eight eight.

I saw a saw in Arkansas，

that would outsaw any saw I ever saw，

and if you got a saw

that will outsaw the saw I saw in Arkansas

let me see your saw.

Knife and a fork bottle and a cork

that is the way you spell New York.

Chicken in the car and the car can go，

that is the way you spell Chicago.

Dr.Johnson and Mr.Johnson，

after great consideration，

came to the conclusion that the Indian nation beyond the Indian Ocean is back in education because the chief occupation is cultivation.

I'm a sock cutter and I cut socks.

I'm a sock cutter and I cut socks.

I'm a sock cutter and I cut socks.

As he gobbled the cakes on his plate，

the greedy ape said as he ate，

the greener green grapes are，

the keener keen apes are

to gobble green grape cakes，

they're great！

——from Dr.Seuss's O Say Can You Say？

How much myrtle would a wood turtle hurdle

if a wood turtle could hurdle myrtle？

A wood turtle would hurdle as much myrtle as a wood turtle could hurdle

if a wood turtle could hurdle myrtle.

A fly and flea flew into a flue，

said the fly to the flea“what shall we do？”

“let us fly”said the flea

said the fly“shall we flee”

so they flew through a flaw in the flue.

How much dew does a dewdrop drop

If dewdrops do drop dew？

They do drop，they do

As do dewdrops drop

If dewdrops do drop dew.

I am not a pheasant plucker，

I'm a pheasant plucker's son

but I'll be plucking pheasants

When the pheasant plucker's gone.

There once was a man who had a sister，his name was Mr.Fister.

Mr.Fister's sister sold sea shells by the sea shore.

Mr.Fister didn't sell sea shells，he sold silk sheets.

Mr.Fister told his sister that he sold six silk sheets to six shieks.

The sister of Mr.Fister said I sold six shells to six shieks too！

Sally sells sea shells by the sea shore.

But if Sally sells sea shells by the sea shore then where are the sea shells Sally sells？

She sells sea shells on the sea shore；

The shells that she sells are sea shells I'm sure.

So if she sells sea shells on the sea shore，

I'm sure that the shells are sea shore shells.

rough-coated，

dough-faced，

thoughtful ploughman strode through the streets of Scarborough；

after falling into a slough，

he coughed and hiccoughed.

A twister of twists once twisted a twist.

and the twist that he twisted was a three twisted twist.

now in twisting this twist，if a twist should untwist，

would the twist that untwisted untwist the twists.

I am a mother pheasant plucker，

I pluck mother pheasants.

I am the best mother pheasant plucker，

that ever plucked a mother pheasant！

When a doctor doctors a doctor，

does the doctor doing the doctoring

doctor as the doctor being doctored wants to be doctored or

does the doctor doing the doctoring doctor as he wants to doctor？

What to do to die today at a minute or two to two.

A terribly difficult thing to say and a harder thing to do.

A dragon will come and beat his drum Ra-ta-ta-ta-ta-ta-ta-ta-too at a minute or two to two today.

At a minute or two to two.

Who is the author？

She is a thistle-sifter.

She has a sieve of unsifted thistles and a sieve of sifted thistles and the sieve of unsifted thistles she sifts into the sieve of sifted thistles because she is a thistle-sifter.

Admidst the mists and coldest frosts，

With stoutest wrists and loudest boasts，

He thrusts his fists against the posts，

And still insists he sees the ghosts.

King Thistle stuck a thousand thistles in the thistle of his thumb.

A thousand thistles King Thistle stuck in the thistle of his thumb.

If King Thistle stuck a thousand thistles in the thistle of his thumb，

How many thistles did King Thistle stick in the thistle of his thumb？

Esau Wood sawed wood.

All the wood Esau Wood saw，Esau Wood would saw.

All the wood Wood saw，Esau sought to saw.

One day Esau Wood's wood-saw would saw no wood.

So Esau Wood sought a new wood-saw.

The new wood-saw would saw wood.

Oh，the wood Esau Wood would saw.

Esau sought a saw that would saw wood as no other wood-saw would saw.

And Esau found a saw that would saw as no other wood-saw would saw.

And Esau Wood sawed wood.