From accumulation to understatement

Figures of speech can help listeners and readers understand what we say and write. But they also help make our language more colorful and make our stories more engaging (hey, wasn’t that an anaphora?) As I use them frequently in my presentations and my blog posts, here’s a (non-exhaustive) list with 10 of my favorite rhetorical figures…

Accumulation = gathering, repeating, and recapitulating previously stated arguments. It may be used to simply summarize your key points (as I’m often doing at the end of a presentation), but also to re-emphasize your message in a forceful way. Here’s an example of how I used accumulation to conclude my old-but-gold “Don’t feed the chameleons” article: “So next time you need to build a business presentation, start well in advance and take your time to tune each slide. Don’t take existing material for granted. Be creative. Be consistent. Be professional.”

Alliteration = the repetition of an initial consonant sound. This works extremely well to make your blog/presentation/slide headlines stand out. Just think of the post on this site that I titled: “Proudly promoting my president’s presentation pizzazz.”

Anaphora = a technique where several phrases begin with the same word or words. I often use it in combination with a rule of three, like the “Be creative. Be consistent. Be professional.” in the accumulation example above.

Antithesis = the juxtaposition of contrasting ideas in balanced phrases. Take, for example, “women have not been heard or believed if they dared to speak their truth” in Oprah Winfrey’s 2018 Golden Globes speech or “for those who still can’t comprehend, because they refuse to” in Emma González’ March For Our Lives address.

Chiasmus = a verbal pattern in which the second half of an expression or a sentence is balanced against the first but with the parts reversed. John F. Kennedy’s “Let us never negotiate out of fear, but let us never fear to negotiate” is a famous example of a chiasmus.

Hyperbole = using an extravagant statement or exaggeration to emphasize a point or to evoke strong feelings. When I wrote that Fidel Castro’s listenership may have called itself lucky after a 7 hours and 10 minutes speech, and that it may have taken the late Cuban leader almost 54 working days to prepare his address, I might have used a couple of hyperboles.

Metaphor = an implied comparison between seemingly unrelated objects and/or concepts offers a creative means to convey much more content compared to only talking about the naked topic of your presentation. Over the past years I have written several blog posts about the metaphors that I have used in my presentations. Do you remember what a highway junction, a cherry pie, or a volcano stand for? If not, you may revisit these respective posts: “Highway 61 revisited”, “Easy as cherry pie”, and “Making the volcano”.

Paradox = a statement that sounds like it contradicts itself, but which often contains some kernel of truth or reason. A few years ago, I closed my presentation at an Internet of Things conference with a “the best things in life aren’t things” slide. Although I presented a clear contradiction in terms, no single person in the audience questioned the truth of my statement.

Personification = giving human qualities to non-living things or ideas. When, in one of my articles about the Internet of Things, I suggested that enterprises should step through the mirror – like Alice [in Wonderland] stepped through the looking glass – I was perfectly aware that a company is not a human being.

Understatement = when a writer or speaker deliberately uses words that lessen or minimize the importance of an issue or a situation. The presentation that I mentioned above in my paradox bullet, was titled “The unbearable lightness or IoT forecasting”. I chose this title to make a polite statement about the fact that industry analysts often cite widely diverging figures about the same topic.

Easy as cherry pie

A few blog posts ago, I talked about using metaphors as a means to talk about complex technical topics to non-technical audiences. Throughout my career as a presenter, I have used figure of speech at many occasions. Here’s another example of a public talk I gave a few years ago (together with a colleague from a partner company) at an industry conference.

Throughout my career as a presenter, I have used figure of speech at many occasions. Here’s an example of a public talk I did a few years ago (together with a colleague from a partner company) at an industry conference.

As the subject of the presentation –a  configuration management and audit tool for IP Multimedia Subsystem (IMS) networks– was rather technical (and probably rather boring for some part of the audience too), I decided to surprise and entertain the crowd with a story about the challenges of baking a cherry pie…

handpicked cherriesCherrypicking” is a term that is often used in the ICT industry to describe the practice of buying and integrating a number of best-in-class or best-in-price components that are often supplied by different manufacturers. So, the implicit message behind the presentation’s title is that you cannot simply drop multi-vendor equipment into a network and expect everything to work fine… And as such you need to adopt a lifecycle management approach supported by proper configuration management and audit tools.

As the cherry theme provided me with good visual material, that could support different facets of the key message, I used it as a fil rouge throughout the whole slideshow.

cherry theme

You may view the original presentation on SlideShare.

Guidelines for finding the right metaphors to spark your presentations and using them effectively can be found in these Way Beyond Ordinary and SOAP Presentations blog posts.