RETORIČKI ELEMENTI U IZJAVAMA GLASNOGOVORNIKA
Rhetorical elements in the statements of the spokesman

Summary/Abstract: Rhetoric is the practical implementation of the rules of beautiful speech, i.e the application of the rules of rhetoric in the speech. Modern science essentially relies on the ancient idea by defining that keys to a successful speech are what is being said, who says it and how. Modern rhetoric leaves the orator with the possibility to choose or decide by him/ herself how he/she will structure his speech. Speech is direct, immediate and personal. We analyse speech by using our eyes and ears, gesticulation, timbre, intonation, the speech elements that will also make an impression. There are three components of speech communication used in public relations: speaking, listening and interaction. A good spokesperson should master the skill of speaking, exercise voice and pronunciation. Having regarded that television is a mass media through which the communication is directed at the general public, therefore the audience is heterogeneous, dispersed and orators must pay attention to their linguistic choices but also the non-verbal message that will remain long in the memory of viewers. The way of speech should be clear. Orator is to use words and language that are known to all, or at least to audience he/she is addressing. Discourse is balanced and in line with content when appropriate term is selected. Speaking on television implies three types of communication: non-verbal, paraverbal and verbal communication. Conversation implies two levels of communication: the subject addressed or content and communication ratio, in other words, how we accept the information. Spokespersons are individuals, but in the context of the institution they represent the “assume” certain social roles and act accordingly. The paper analyzes the statements of spokesperson by analysing of verbal and nonverbal communication, public speech, i. e, speech in the context of television appearances and the way of speech on the given examples.

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