【正文】 ne. Each main point should be developed with adequate, but not excessive explanation and details. Otherwise, the main message might not stand out. The goals are that the organization of the presentation is clear and the presentation keeps the audience’s attention. Conclusion The third major step is concluding the presentation which is as important as the introduction. This part provides unity to the presentation by “telling the audience what you have already told them.” It should be “your best line, your most dramatic point, your most profound thought, your most memorable bit of information, or your best anecdote.”[4] Axtell, . (1992). Do’s and taboos of public speaking: How to get those butterflies flying in formation. New York: John Wiley.[4] Because listeners tend to remember what they hear last, use these final words strategically. In a sense, it is even more important as the audience’s attention peaks at this point. It is the speaker’s last chance to sell his ideas. Skilled speakers concentrate on what they want the audience to do, think, or remember. Even though they were mentioned earlier, important ideas must be repeated. Therefore, the conclusion has to be planned and delivered well. Otherwise, what one has built up in the body of the presentation may be gone. A speaker should consider including the following three elements in the part of conclusion: a restatement of the subject, a summary of the key points developed in the presentation and a positive statement of the conclusion. Questionandanswer PeriodWhen giving presentations, no speakers hope to pack up without questions asked in the end. If one does hope so, he hasn’t realized the tremendous value of a lively interactive session with the audience. This is where they e forward to share the munication load with the speaker. It is a valuable part of a presentation. Questions are also a doubleedged sword. If a presenter fails to answer legitimate questions from the audience, he leaves the podium with a final image of inpetence and with his credibility dented badly. Therefore, one should spend time before the speech thinking about the questions that might ariseincluding abrasive or difficult ones. Then get ready with answers. That is also the reason why we include this period as an essential part of a presentation. A presenter may even need to prepare some visuals in anticipation of his audience’ needs for greater detail. Some experts remend that it’s better to hold back some dramatic statistics as ammunition for the questionandanswer session. Maintaining professionalism will improve the presenter’s credibility, but the speaker should bear in mind that circumstances might require some changes in the answers prepared.Chapter Two Language Features of Business Presentations Use of Words Experienced speakers manage to make the presentations sound as if they are just speaking with the help of notes. Therefore, whether one uses the formal or informal style in his presentation, he should always keep in mind that his words must be selected carefully. Familiar Words versus Unfamiliar WordsObscure or unfamiliar vocabulary is not appropriate to impress the listeners, as a speaker will run the risk of discouraging his audience. The most important thing is to try to keep things simple and concise. Familiar words are the everyday wordswords with sharp and clear meanings in the mind. Speakers should avoid the stiff, more difficult words that do not municate so precisely or quickly. Examples are as follows.Figure 21: Familiar Words versus Unfamiliar WordsUnfamiliar WordsFamiliar wordsendeavortryterminateendutilizeuseinitiatebeginascertainfind outdiscontinuestopdemonstrateshow Concrete Words versus Abstract WordsConcrete words refer to tangible words, such as apple or horse whereas abstract words refer to intangible words such as technology, progress or excellence. People usually have the same mental picture when a tangible word is mentioned. Yet an abstract word may offer people many different images. Therefore, the more concrete the word is, the fewer images the audience has. The more abstract the word is, the more images the audience has, which may cause mismunication and spoil the presentation. Presenters should try to use concrete words wherever possible. Moreover, concrete words have more precise meaning, whereas abstract words are obscure. Speakers may use some rhetoric devices to make the abstract words or concepts concrete and more precise.Figure 22: Concrete Words versus Abstract WordsAbstract WordsConcrete Wordsodor fragrance, foulnessfeeling delight, distress, depressioninstitutionbanka significant loss56 percent lossgood attendance record100 percent attendance recordthe leading panyfirst among 3326 petitorsin the near futureby the end of this monthsubstantial amount6,827,000 Use of Vivid WordsEffective presentation involves not only speaking clearly, but also speaking vividly. This is particularly the case in presentations that involve a lot of abstract ideas or technical terms. It will be difficult to hold the audience’s attention if a speaker presents in a dull and monotonous way. Vivid words decorate the meaning with living color and produce clear and distinctive mental images, thus making it easy for the audience to remember. Vividness can be created through the creation of the wording and phrasing. The sentences used must be clear, clarified with familiar and vivid words and too plex sentences should be avoided. There are several ways to create vividness such as the use of statistics, action verbs, detailed descriptions and the use of rhetorical figures, etc.. For example,Moscow still has 6,000 nuclear warheads poised for longdistance delivery. Weaponsgrade plutonium from dismantled warheads is stored in poorly secured buildings, vulnerable to theft. Russia also has tens of thousands of underpaid weapon