The logical conclusion must therefore be the following: If a country has enacted good social policies and good environmental policies, free trade can be beneficial for people as well as the environment. But if a country has poor policies in those areas, free trade can exacerbate the problems.
At the same time the reason why we should be interested in open borders or free trade is therefore not an economic reason but a political one: free trade can serve as a political mechanism, forcing countries to co-operate for better social and environmental policies. And by strengthening the economic ties between countries free trade can help to promote peace and understanding. If on the contrary countries are allowed to shield away behind high and arbitrary trade barriers it can lead to nationalism and instability, and the poor countries will be left out.
At the moment, this tendency can be seen in the EU as well as in the North American Free Trade Area [NAFTA]. Free trade between the EU-countries has helped to create peace and stability and to strengthen the political co-operation within other areas, such as regional transfer schemes to help the poorest countries in Europe. Moreover, as trade barriers are being lowered, pressure has been growing from consumers and companies in the rich countries for higher standards and certification schemes with regard to the environment and the protection of workers. When the opportunity to employ unilateral trade barriers to solve environmental or social problems disappears, countries are forced into co-operation towards higher standards.
As such free trade has lead to a much stronger European and North American co-operation. This has positive effects, but it also bears the risk of developing a Fortress Europe or a Fortress North America where nationalism and protectionism is cemented at the regional level. Indeed the European co-operation has led to a number of highly detrimental and protectionistic policies like the Common Agricultural promoting free trade on a global level this is counter-acted and the rich countries are forced to co-operate with the developing countries on strengthening global policies as well.
That is why it is so important to provide active global responses to economic globalization. Globalization of the economy has been going on for decades. But the greatest impact of globalization and its ramification for social equity is in the area of culture and indigenous and civilizational values of the peoples of the South. It is also in this area that much discontent and outright anger is being mobilized, because globalization so clearly becomes synonymous with Western civilization.
This is understandable. Cultural globalization in the form of MacDonaldisation destroys diversity and displaces the opportunity for a decent human life with room for many different cultures. It is first and foremost a consequence of the concentration of power in the global media and manufacturing companies, and less an expression of people’s own wish to abandon their cultural identity and diversity. We have moved from a military-industrial complex to a media-financial complex.
The result is an increasing standardization. Fearing a decreasing number of viewers in a very competitive market, national and transnational television stations give priority to discount entertainment shows, superficial news broadcasts, quiz shows and, of course, advertisements. Television programmes around the world therefore tend to resemble each other more and more. This tendency towards standardization of products is also seen in the field of music, movie production and book publishing.
· Give your own definition to the process of globalization.
· Explain the impact of globalization in the spheres of culture, politics and economy. Prove your opinion by exact examples.
· State advantages and disadvantages of world globalizing in general and precisely for Russia.
II. Vocabulary and speech exercises.
1. Render the article:
Блеск и нищета глобализации
Очередной мировой проблемой стала проблема глобализации. Она имеет и плюсы и минусы. Безусловный плюс - стирание границ между странами и народами, открытость, снижение угрозы военных конфликтов. Безусловный минус - стирание границ ведет к потере национальной и культурной самобытности.
Американская консалтинговая компания А. Т. Kearney составила рейтинг мировой глобализации. Оценивалось международное движение денег, людей, товаров и информации. Для этого были выделены четыре основных критерия оценки: "движение финансов" (структура внутренних и внешних финансовых потоков и инвестиций), "персональные контакты" (количество туристов, командированных, гастарбайтеров и пр., международных телефонных звонков на душу населения, частных переводов за границу и т. д.), "технология" (количество людей, имеющих доступ к электронной почте и Интернет, число интернет-сайтов и т. д.), "товары и услуги" (международная торговля, количество международных торговых марок, представленных на внутреннем рынке, доля экспорта и импорта в валовом национальном продукте, открытость рынка и т. д.).
Итак, наиболее глобализированным государством на сегодня оказался Сингапур, второе место занимает Голландия, третье - Швеция. Сингапурцев можно считать мировыми лидерами в категориях "персональные" контакты и "товары и услуги", голландцы вырвались вперед за счет движения финансов. США, в общем зачете занимающие 12-е место, обошли всех по уровню развития технологий.
Любопытно, что в первой двадцатке только пять неевропейских государств - Сингапур, США, Канада (кстати, опередившая США и занимающая 10-ю позицию), Малайзия (20-е место) и Израиль (19-е место). В двадцатку с почетным 17-м результатом попала Венгрия - единственная постсоциалистическая страна.
Уровень глобализации постсоветских государств не оценивался. О нем говорить пока рано. Какой уж тут уровень развития технологий, если каждая пятая российская школа не имеет телефона, а 75% пользователей российским Интернет живут в Москве и Санкт - Петербурге!? Если на Украине представлено только 7% мировых торговых марок товаров (в соседней Польше их 75%), а Белоруссия практически не использует систему мировых финансовых трансфертов. Поэтому беды мировой экономики практически не страшны странам бывшего СССР.
Впрочем, как не грозят им и несомненные преимущества вовлечения в мировую экономику.
(А.Григорьев, «Метро», 11.07.02)
2. Match the words and word combinations with their Russian equivalents:
1. shipping charge 2. negligible puting costs 4. expertise 5. on a worldwide scale petitive advantage 7. economies of scale 8. implication 9. subsidiary 10. challenge 11. fizzy drink 12. to outsell 13. 4x4 type vehicle 14. homogenous 15. fuel of investment | а. опыт, знание дела, компетенция b. однородный с. экономия, обусловленная ростом масштаба производства, экономия масштаба d. филиал e. поток инвестиций f. продавать больше, чем конкуренты g. газированный напиток h. затраты на компьютерную обработку i. полноприводное транспортное средство j. расходы по отправке груза (транспортировке) k незначительный 1. сложная задача, проблема m. в общемировом масштабе n. конкурентное преимущество о.смысл, подтекст, значение |
3. Fill in the gaps giving the English equivalents of the Russian words in brackets and translate the sentences into Russian:
1. ____(Свободное движение капитала) is when large amounts of money can flow freely to and from elsewhere.
2. According to Longman Business Dictionary ____(филиал) is a company at least half-owned by a parent company.
3. ____(Конкурентное преимущество) helps you to be better or more successful and profitable than others.
4. If the company management and employees _____(сопротивляются новым идеям "со стороны") the company looks like conservative and inward looking.
5. Globalisation creates ____(межкультурные проблемы), for example between South East Asia and the West.
6. When losing a job a person loses ____(чувство безопасности).
7. ____(Маркетологи) are trying to find out why Coca-Cola ____("обгоняет" по объему продаж) local brands.
10. There is ____(полемика) whether a global ___(потребитель) exists and whether ____(однородность) of tastes ____(в общемировом масштабе) is a good thing.
4. Expand The Statements:
1. Globalisation will bring huge rewards for some, but it does carry risks. It is a malign (пагубный, вредный) force that increases inequality within and between nations.
2. Globalisation is a phenomenon as hard to pin down (объяснить) as it is to ignore.
3. Globalisation is a key to future world economic development.
Unit #4. Brands
I. Read the text about branding, translate and explain italicized words
The Brand: A Company's Shorthand
Ten golden rules of branding and their application in the Russian market.
Once a brand has connected with consumers it can start building long lasting relationships and winning customer loyalty. Essentially that is why the brand is an integral part of any business.
Brands are a visual, verbal and written shorthand of everything that a company stands for. It should immediately tell the whole world why the company is here and where it is going, and what its culture, philosophy, values, personality and positioning are in the market. Branding speaks an international language - we all know that Mercedes Benz stands for solid German quality, and this is understood equally in Russia, England and France. A Mercedes is not just a car, it immediately evokes associations with premium quality and reliability. Mercedes has a very strong and memorable brand, and it knows precisely what it wants to communicate to its consumers. Its brand communications are perfectly tailored to a particular market sector and crafted for its audience.
So, what are the secrets of a strong brand and how should one go about creating one? At Identica we have developed ten golden rules of successful branding.
1. Put the Consumer First
Putting the consumer first means understanding and balancing consumers' functional and emotional needs. What do they want from their mobile phone, household item or car in terms of performance or capability? And how does the product satisfy their lifestyle expectations? It's all about winning over their hearts and minds.
2. Think Holistically
Companies must communicate to a wide audience — consumers, customers, communities, staff, suppliers, shareholders. Thinking holistically means taking everything into account and becoming consistent with your message across the board.
3. Understand Precisely Who You Are
Ask yourselves fundamental questions about what kind of business you want to become. What markets are you going to enter? Are you looking toward expanding internationally or are you going to remain regionally focused? What diversification plans do you envision? Only when your objectives are clear can an appropriate brand evolve.
4. Develop a Vision for the Future
Success is about being visionary. Brands like Virgin in the UK (from a record store, to an airline, a clothing company and then a mobile phone company...what next?) are constantly looking forward, always challenging the status quo, and delivering value added products and services. Today's consumers make cultural and sensory discoveries that go with cheaper global travel and access to the Internet. Their experiences are a thousand fold more diverse than even ten years ago, and businesses have to change in order to accommodate panies must innovate and deliver future as well present value.
5. Develop your Brand Strategy and Positioning
Ensure that the personality and values you develop reflect all these points. Accurate brand positioning can place a company in the minds of its target audiences ahead of, and apart from, both its current and potential competitors. Understanding the core values of a brand allows companies to build a bigger vision and create a strong brand positioning and strategic marketing plan.
6. Be Creative
Make a bold statement that you have arrived or changed. Be creative. Be daring. Challenge the conventional. Set a standard, rather than simply following one. Do something different. Get noticed. Brands also need to be managed with flair, creativity and imagination — from their conception, right through to their visual interpretation and personality.
7. Involve your Staff in the Brand
Once the brand positioning and communication strategy have been established, it is your employees who will carry the message. They will become your brand's ambassadors. You must fully explain the thinking that has gone into any changes, ensuring that they feel a part of their creation. It's vital that you make them feel important. The more brand communications the better.
8. Look for Ways to Leverage Value from your Brand
There are essentially two ways to leverage value from brands:
The first literally involves using your brand personality and values to redefine and expand your brand identity. It is rather like putting more air in a balloon.
The second is to create such strong values that they might be used as a springboard for new business ventures and diversification.
9. Monitor your Brand's Performance
It is imperative to research brands and products. Danone, for example, tested a frozen porridge product in Russia that had performed well in the West. It did not get a positive response in the Russian market because of Russian parents' attitudes toward preparing their own children's food. Danone consequently did not launch the product in Russia as it would have damaged their brand.
10. Implement a Communications Program
There must be consistency across all communications. This requires the implementation of a program right across the board — from newsletters, notice boards and e-mail through to corporate literature, advertising and PR. The level of consistency will dictate how the company is perceived.
Our rules may seem simple but they are part of the very hard day-to-day work called branding, and they apply to any market. As you all know this can be extremely rewarding, for it ensures the success of your businesses. Most importantly, be realistic on the time a brand review will take and accept that it may include a need to implement a culture change program in your company to ensure that your brand lives within your organization. This will also contribute to your brand being trusted by your customers.
Bу Maria Schigoleva,
Russia Country Manager,
The Identica Partnership
II. Vocabulary and speech exercises.
1. Match the words and expressions with their Russian equivalents:
1. fashion designer 3. counterfeiting 4. counterfeiter 5. poor-quality merchandise 6. to rip the brand name off 7. to get tougher 8. to uncover copyright abuse 9. investments in advertising 10. to sign long-term deals 11. to reduce sales | a. сократить объем продаж b. вложения/инвестиции в рекламное дело c. принимать более жесткие меры d. повредить имиджу бренда e. разоблачить нарушение авторских прав f. поддельные товары g. подписывать долгосрочные сделки h. незаконное использование фирменных обозначений (контрафакция), подделка i. украсть (незаконно присвоить) название бренда j. товар плохого качества к. модельер l. человек, занимающийся подделкам |
2. Fill in the gaps giving the English equivalents to the words and word combinations in brackets and translate the sentences into Russian.
1. Some years ago we __________ (запустили в продажу) T-shirts of______________ (новой модели).
2. Because of successful________ __ (рекламной кампании) we managed to increase our __ (прибыль).
3. But recently we noticed that our (конкуренты) from South-East Asia try __ (копировать) our __ (модель) and __ (наводняют рынок) with _______________________________ __ (поддельными товарами) similar to ours.
4. As __ (производство) of copy-cat products is __ (нелегально), we are asking you to __ (принимать более жесткие меры) in relation to __ (лицам, занимающимся подделками), as this is clearly __ (нарушение авторских прав).
5. If they go on selling their __ (товары плохого качества) using our__ (логотип) and our __ (торговую марку), our __ (объем продаж) __ (снизится) and we__ (потеряем) our clients who still are __ (лояльны) to our brand.
3. Render the article and answer the questions after the text:
* * *
Несмотря на то, что многие компании придают большое значение маркетингу и имеют специалистов, занимающихся рекламой брендов и продвижением товаров и услуг, им не становится от этого легче. Около 90% новых товаров терпят неудачу.
В список брендов, которые лучше всего продаются, входят товары, которые были изобретены 100 лет тому назад - Кока Кола, мыло Айвори и др. В чем же дело? Трудности, возникающие в современном маркетинге, можно объяснить целым рядом причин:
· В прежние времена технологические новшества были и так очевидны. Так, чистоту мыла Айвори покупатель мог проверить у себя в ванной. Не нужно было прикладывать больших усилий, чтобы товар, созданный с применением передовых технологий, завоевал господствующее положение на рынке. Так же дело обстояло с Крест - первой зубной пастой, содержащей фтор, или же с Памперсами, когда они были изобретены. Теперь же для того, чтобы убедиться, что порошок компании Проктор и Гэмбл белее порошка компании Юнилевер, необходим, по крайней мере, микроскоп.
· Преимущества товара-лидера теперь стали не столь продолжительными, потому что уже через несколько месяцев после его появления у конкурентов в магазинах появляются сходные товары.
· У компании Проктор и Гэмбл появились серьезные иностранные конкуренты, и самые крупные из них - японцы. Большие фирмы, такие как Као и Шисейдо, производящие потребительские товары, рассчитывают на то, что они смогут повторить успех японских производителей автомобилей и электронных товаров.
· Современные рынки сегментируются на более мелкие части, и Проктор и Гэмбл вынужден разрабатывать продукцию для каждого сегмента, чтобы удержать свою долю на рынке.
· Поскольку появилось очень большое число конкурентов, американские супермаркеты больше не поддерживают более слабые бренды, а, обнаружив, их изгоняют.
· Становится все труднее получить доступ к потребителю. Телевизионная реклама все более дорожает, и все большее число женщин проводят свое время не дома, а на работе. Если же у них появляется время что-то посмотреть, то к их услугам в супермаркете есть видео, а в автомобиле - радио, и на их внимание также претендует специальный журнал, рекламирующий продукты питания.
То, что говорилось выше о компании Проктор и Гэмбл, справедливо и для любой другой фирмы, производящей потребительские товары, для производителей автомобилей, для банков и многих других видов компаний. Маркетинг усложняется, и, чтобы достичь успеха в этой области, маркетологи должны быть все более изощренными и умелыми.
А как? Если раньше автомобильным компаниям достаточно было изображать на своих рекламах модных девиц, украшающих их изделия, вместе с откровенным хвастовством, что их машины самые быстрые и по конструкции превосходят машины соперников, то теперь, поскольку многие автомобили трудно отличить друг от друга, брендинг стал важной частью автомобильной промышленности.
Даже банки, у которых традиционным символом их товара было большое число на белом фоне, теперь стали снабжать свои услуги брендами. У одного банка — это символ быка, рекламы другого говорят о многих годах доверия, третий банк рекламирует игровые площадки для детей, которые он финансирует.
Создание бренда требует высокой цены, поэтому менеджеры решили, что все же дешевле платить астрономические цены за покупку бренда, чем создавать их самим. Если бы фирма Нестле была бы более уверена в себе, она никогда бы не купила Роунтри: эта швейцарская фирма потратила бы деньги на разработку своей собственной Кит Кэтс и Афтер Ейт. То же самое можно сказать о заявке Филип Мориса на Крафт, стоящей 12,9 миллиарда долларов. Эта недавняя мания покупать существующие бренды показывает, что многие компании, несмотря на многочисленные исследования товаров и рынка, недостаточно уверены в своих собственных маркетинговых успехах.
(*****, 12.07.02)
· Explain the necessity of being a brand.
· Suggest a strategy for a start-up company to become a brand.
4. Translate the sentences into English:
1. Кампания Intel создала глобальный бренд почти случайно. Следующим шагом было создать бренд не только на один вид товара, но и на весь ассортимент, используя логотип "Intel inside".
2. Любители Кока-колы скоро смогут покупать повседневную одежду, которая рекламирует достоинства этого популярного напитка.
3. Компания Марс с успехом производит мороженое под тем же брендом, что и шоколадные батончики Марс и Сникерс.
4. Успех компании "Disney" происходит из четкого понимания его главных достоинств: этот бренд ассоциируется с детством, удовольствием и развлечением вместе с семьей.
5. Товары в упаковке представляют собой бренды товаров повседневного спроса, которые с трудом поддаются распространению на другие товары.
Units for individual work
Unit #1. Presentation.
I. Read the texts about main principles of business communication, translate and summarize the key points of information presentation.
The seven essentials of business communication
There are seven essential elements to successful business communication:
If you are going to communicate effectively in business it is essential that you have a solid grasp of these seven elements.
So let's look at each in turn...
Structure
How you structure your communication is fundamental to how easily it is absorbed and understood by your audience.
Every good communication should have these three structural elements:
1. an opening
2. a body
3. a close
This structural rule holds true no matter what your communication is -- a memo, a phone call, a voice mail message, a personal presentation, a speech, an email, a webpage, or a multi-media presentation.
Remember - your communication's audience can be just one person, a small team, an auditorium full of people or a national, even global, group of millions.
In this instance size doesn't matter -- the rules remain the same.
Opening
An opening allows your communication's audience to quickly understand what the communication is about. Short, sharp and to the point, a good opening lets your audience quickly reach a decision of whether or not to pay attention to your message. Time is a precious resource, after all, and the quicker you can 'get to the point' and the faster your audience can make that 'disregard/pay attention' decision the more positively they will view you --- which can be VERY important if you need or want to communicate with them in the future.
Body
Here's where you get to the 'heart' of your message. It is in the body of the message that you communicate all of your facts and figures relative to the action you want your communication's audience to take after attending to your message. Keep your facts, figures and any graphs or charts you might present to the point. Don't bog down your audience with irrelevant material, or charts with confusing, illegible numbers and colours.
Close
The Close is where you sum up your communication, remind your audience of your key points, and leave them with a clear understanding of what you want them to do next. The more powerfully you can end your communication, the more easily remembered it will be by your audience.
Clarity
Be clear about the messaqe you want to deliver, as giving a confused message to your audience only ends up with them being confused and your message being ignored. If you are giving a message about, say, overtime payments don't then add in messages about detailed budget issues or the upcoming staff picnic -- UNLESS they ABSOLUTELY fit in with your original message. It's far better and clearer for your audience if you create a separate communication about these ancilliary issues.
Consistency
Nothing more upsets a regular reader of, say, your newsletter than inconsistency of your message. Taking a position on an issue one week, only to overturn it the next, then overturn THAT position the following week, only breeds distrust in your message.
And distrust in you!
People who distrust you are exceedingly unlikely to take the action you wish them to take. They are also highly unlikely to pay any attention to your future messages. As well as consistency amongst multiple messages, be aware that inconsistency within your message can be just as deadly to audience comprehension.
At the risk of sounding like the Grouchy Grammarian, please make sure that your tenses remain the same, that your viewpoint doesn't wander between the 1st and 3rd person and back again (unless you deliberately want to create a linguistic or story-telling effect — be careful with this!) and that your overall 'theme' or message doesn't change.
Effective Public Speaking
By: Stephen D. Boyd
Delivering an effective presentation to 20 or to 200 people is difficult. Because listeners have better access to information since the internet became commonplace, audiences expect more content from speakers today. In addition, because of the entertainment slant of most media today, audiences want a presentation delivered with animation, humor, and pizzazz.
Here is a quick guide to giving an effective and interesting presentation your very first time, based from my experiences in delivering over l500 speeches during the past 20 years.
Begin with something to get the attention of the audience.
This might be a startling statement, statistic, or your own story. Listeners pay close attention when a person begins with, "Two weeks ago as I was driving to work a car pulled out in front of me...." You could begin with a current event: "You might have read in the paper this morning about the flood that...." A question is another way to make people listen. "How many of you feel our society spends too much on medical care?" might be a way to begin a presentation about curbing costs. Whatever technique you use, when you grab the attention of the audience you are on your way to a successful speech.
Second, be energetic in delivery.
Speak with variety in your voice. Slow down for a dramatic point and speed up to show excitement. Pause occasionally for effect. Don't just stand behind the lectern, but move a step away to make a point. When you are encouraging your audience, take a step toward them. Gesture to show how big or wide or tall or small an object is that you are describing. Demonstrate how something works or looks or moves as you tell about it. Show facial expression as you speak. Smile when talking about something pleasant and let your face show other emotions as you tell about an event or activity. Whatever your movements, they should have purpose.
Structure your speech.
Don't have more than two or three main points, and preview in the beginning what those points will be. With each point, have two or three pieces of support, such as examples, definitions, testimony, or statistics. Visual aids are important when you want your audience to understand a process or concept or understand a financial goal. Line graphs are best for trends. Bar graphs are best for comparisons and pie graphs are best for showing distribution of percentages.
Tie your points together with transitions.
These could be signposts such as "First," "Second," or "Finally." Use an internal summary by simply including the point you just made and telling what you plan to talk about next. "Now that we have talked about structure, let's move on to the use of stories," would be an example. When you have an introduction, two or three main points with support for each, appropriate transitions, and a conclusion, you will have your speech organized in a way that the audience can follow you easily.
Tell your own story somewhere in the presentation...
... especially in a technical presentation. Include a personal experience that connects to your speech content, and the audience will connect with you. You want to help the audience link emotionally with what you are talking about, and the personal experience does that. With almost any topic you might choose, you have at least one "war story" to relate to the topic. When you tell the story, simply start at the beginning and move chronologically through the narrative, including answers to the "W" questions: "Who," What, "When," "Why," and "Where."
To add interest and understanding to your speech, include a visual aid.
A visual aid could be an object, a flip chart, a PowerPoint presentation, overhead projector slides, or a dry erase board. Whatever visual you are using, make sure everyone can see it. The best way to insure this is to put the visual where you will be speaking, and then find the seat farthest from it and determine if you can read the visual from that seat. Introduce the visual properly rather than simply throwing it at your audience; explain what the visual will do before you unveil it. Don't allow the visual to become a silent demonstration. Keep talking as you show the visual. You are still the main event and your visual is an aid. Look at your audience, not your visual. When the visual is not in use, hide it from the audience. Humans are a curious lot, tending to keep looking at the object and losing track of the speaker - you!
If you are delivering a persuasive speech, in addition to your own stories include testimony of experts whom the audience respects and whose views reinforce your points.
Add a key statistic when possible to show the seriousness of what you are discussing. For example, if I were discussing the need for improved listening to better serve your customers, I might add that although we spend half of our communication time in listening, our listening efficiency is only about 25%. By using stories, testimony, and statistics in your persuasive talk, you add depth to your evidence.
Look at the audience as you speak.
If it is a small audience, you can look at each person in a short period of time. If it is a large audience, look at the audience in small "clumps" and move from one clump to another. One way to insure good eye contact is to look at your audience before you start to speak. Go to the lectern and pause, smile, look at the audience, and then speak. This will help you maintain good eye contact throughout your presentation as well as commanding immediate attention.
One of the ways to have consistently good eye contact is not to read your speech. Use note cards that have key words on them. The word or phrase should trigger the thought in your mind and then you can speak it. If you are including a quotation or complex statistics, reading from your note card actually lends credibility. If you write out your speech you will tend to read it and lose eye contact with the audience, as well as not being as enthusiastic in delivery as when you speak from note cards.
Include a "wow" factor in your speech.
Something in your speech should make your audience think, "Wow!" It could be a story, a dramatic point, an unusual statistic, or an effective visual that helps the audience understand immediately. With a "wow" factor, you then have something to look forward to in the speech that you know will have an impact on your audience. You'll become a more enthusiastic speaker because the "wow" factor will get you as well as your audience pumped for the speech.
Consider using a touch of humor in your speech.
Don't panic at this suggestion; you are not becoming a comedian but rather lightening up a serious speech so that people will be more accepting and interested in your ideas. Humor will help you to be perceived as an amiable person, and it is hard for people to disagree or be bored if they are smiling at you. Until you have lots of experience, keep your humor short. Perhaps inject a one-liner or a quotation. Yogi Berra said a lot of funny things. "You can observe a lot just by watching" for example. Tell a short embarrassing moment in your life that you might have thought not funny at the time. Now that you can laugh at the experience, you understand the old adage, "Humor is simply tragedy separated by time and space." Don't poke fun at your audience; you should be the object of any shortcoming, showing that you can laugh at yourself. Avoid long stories or jokes. Even seasoned speakers know that funny stories soon become unfunny if they go on too long. Probably the least risky use of humor is a cartoon. The cartoon is separate from you and if people don't laugh, you don't feel responsible. (Be sure to secure permission to use it.)
Finally, leave the audience with something to think about.
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