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The Lost Art of the Great Speech: How to Write It * How to Deliver It by Richard Dowis

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The way you look

Your appearance can have a powerful effect on your audience. Politicians, perhaps more than anyone else, are very much aware of this. How many times have you seen a candidate appear on television in shirt sleeves, often with his collar unbuttoned and his tie loosened? President Jimmy Carter liked to wear a sweater when he spoke to the nation from the oval office. Ronald Reagan loved to be seen wearing boots, jeans, and a western-style hat. These modes of appearance are all calculated to give audiences certain impressions. If they seem too contrived they can backfire. Remember Michael Dukakis in the tanker's helmet?

I thought George Bush looked out of character in shirt sleeves. To me, he seems like a coat-and-tie man. Every time ...

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