LESSON
PURPOSIVE COMMUNICATION
3 INFORMATIVE COMMUNICATION
photos, or facebook memes. Lastly, to be creative
means you have to read, and do your research.
TOPICS
1. Informative Speaking
2. Methods of Informing
3. Visual Communication
4. Understanding the Basics of Visual
Design
LEARNING OUTCOMES
At the end of the lesson, you should be
able to:
1. Distinguish the different methods of
informing
2. Create a visual presentation
TOPIC 1: INFORMATIVE SPEAKING
We, humans, do not just simply live; but we
also participate in humanity. We do not grasp
knowledge simply for ourselves – but we also share
them to other people. The process of sharing factual
ideas to other people is called as informative
speaking. Oftentimes, we encounter communication
situations when we send facts, truths, and principles
in a way that motivates other people to also learn and
share. That being said, informative speaking is
described as communication that is designed to
educate audiences; aim to answer questions about a
topic; and targets to achieve mutual understanding
about an object, person, place, process, event,
concept, or issue.
For instance, we do informative speaking
when we teach a person the particular instructions on
how to cook a meal and what ingredients are needed;
describe a specific place by its geographic location,
number of population, and scenic appearance;
narrate experiences on how to recover from a
particular disease; describe similarities and
differences of living in urban and rural places; and
define unfamiliar terminologies.
Characteristics of Effective Informative
Speaking
1. INTELLECTUALLY STIMULATING. For a topic to
be intellectually stimulating, it must be a new and
significant one which arouses the curiosity of the
listeners and excite their interest.
2. RELEVANT. Incorporate listener relevance links,
statements that clarify how a particular point may
be important to a listener, throughout the speech.
3. CREATIVE. Creativity does not require talent; it is
a product of hard work, good research, time, and
productive thinking. You may insert news,
anecdotes, jokes, quotations, viral videos or
1 | PURPOSIVE COMMUNICATION| OMSC Murtha Campus
Second Semester | Academic Year 2021-2022
Instructor: Mark Anthony S. Bartolome, MAEd
4. MEMORABLE. A speech is really informative
when your audience hears a lot of new ideas –
but you need to help them remember main
points. Here are some techniques:
 Presentation aids:
 Use: To provide audience with a visual or
auditory memory of important or difficult
material
 Example: A diagram of process of making
ethanol from sugarcane.
 Repetition
 Use: To give audience a second or third
chance to retain important information by
repeating or paraphrasing it
 Example: “One of the dimensions of love is
respect; that is, it can’t really be love if there is
no respect.”
 Transitions
 Use: To help the audience understand the
relationship between the ideas being
presented, including primary and supporting
information
 Example: “So the three main characteristics of
love are mutual respect, trust, and acceptance.
Now, let’s look at each of the five ways you can
keep love alive. The first is through
communication…”
 Humor and other emotional anecdotes
 Use: To create an emotional memory link to
important ideas.
 Example: “True love is like a pair of socks, your
have to have two, and they have got to match.
So you and your partner need to be mutually
committed and compatible.”
 Mnemonics and acronyms
 Use: To provide an easy memory prompt for a
series or a list.
 Example: “You can remember the four criteria
for evaluating a diamond as the four Cs: carat,
clarity, cut, and color.”
 Example: “As you can see, the useful goals are
SMART.” (SMART: Specific, Measurable,
Action-oriented, Relevant and Time-bound)
5. ADDRESS DIVERSE LEARNING STYLES.
The audience may have different styles when it
comes to understanding and remembering
points. Hence, as a speaker, you have to be
creative in assisting their learning. Below are
the suggested ways:
 Address the watching dimension through
visual aids
 Address the thinking dimensions by including
explanations, definitions, and statistics.
 Address the doing dimensions by encouraging
your listeners to act on something during the
speech or afterward.
 LESSON
PURPOSIVE COMMUNICATION
3 INFORMATIVE COMMUNICATION
TOPIC 2: Methods of Informing
1. DEFINITION
Definition is a method of informing that
explains the meaning of something. Because of its
importance in solving problems, learning and
understanding, defining explaining what a word
means is essential for effective communication
because it helps audiences understand and relate to
key concepts (Weaver, 1970, p. 212). In your
informative speeches, you are likely to use both short
and extended definitions.
Short definitions
Short definitions are used to clarify concepts
in as few words as possible. Effective speakers learn
to define by synonym and antonym, classification and
differentiation, use or function and etymological
reference.
1. Synonyms and antonyms. Using a synonym or an
antonym is the quickest way to define a word because
you are able to indicate an approximate, if not exact,
meaning in a single sentence. Synonyms are words
that have the same or nearly the same meanings;
antonyms are words that have opposite meanings.
Defining by synonym is defining by comparison for a
word that does not bring up an immediate concrete
meaning, we provide one that does. Synonyms for
prolix include long, wordy and verbose. Its antonyms
are short and concise. Synonyms are not duplicates
for the word being defined, but they do give a good
idea of what the word means. Of course, the synonym
or antonym must be familiar to the audience or its use
defeats its purpose.
2. Classification and differentiation. When you
define by classification, you give the boundaries of the
particular word and focus on the single feature that
differentiates that word from words with similar
meanings. Most dictionary definitions are of the
classification differentiation variety. For instance, a
dog may be defined as a carnivorous, domesticated
mammal of the family Canidae. “Carnivorous,”
“mammal” and “family Canidae” limit the boundaries
to dogs, jackals, faxes and wolves. “Domesticated”
differentiates dogs from the other three.
3. Use or function. A third short way to define is by
explaining the use or function of the object
represented by a particular word. Thus, when you say,
“A plane is a hand powered tool used to smooth the
edges of boards” or “A scythe is a piece of steel
shaped in a half circle with a handle attached that is
used to cur weeds or high grass,” you are defining
tools by indicating their use. Because the use or
function of an object may be more important than its
classification, often this is an excellent method of
definition.
4. Etymology. Etymology is the derivation or history
of a particular word. Because meanings of words
change over time, origin may reveal very little about
modern meaning. In some instances, however, the
history of a word lends additional insight that will
help the audience not only better remember the
meaning but also bring the meaning to life. For
instance, a “censor” originally was one of two
Roman magistrates appointed to take the census
and later, to supervise public morals. The best
source of word derivation is the Oxford English
Dictionary.
Extended definitions
Often a word is so important to a speech that
an extended definition is warranted. An extended
definition is one that serves as an entire main point
in a speech or at times, an entire speech. Thus, an
entire speech can be built around an extended
definition of a term such as freedom, equality,
justice, love or impressionistic painting.
An extended definition begins with a single
sentence dictionary definition or stipulated
definition. For example, Webster’s Third New
International Dictionary defines jazz as “American
music characterized by improvisation, syncopated
rhythms, contrapuntal ensemble playing and
special melodic features peculiar to the individual
interpretation of the player.” This definition suggests
four topics (“improvisation,” “syncopation,”
“ensemble” and “special melodies”) that could be
used as a basis for a topical order for a speech.
The key to the effectiveness of the speech
would be how well you explain each topic. Your
selection and use of examples, illustrations,
comparisons, personal experiences and
observations will give the speech its original and
distinctive flavor.
To add, there are four ways to define something.
a. Define a word or idea by classifying it and
differentiating it from similar ideas.
For example, in a speech on vegetarianism,
you may use information from the Vegan’s
Society’s Website to develop a definition of
vegan: “A vegan is a vegetarian who is seeking
a lifestyle free from any animal products for the
benefit of people, animals, and environment…”
b. Define a word by derivation or history.
For instance, the word vegan is made from
the beginning of the word vegetarian and was
coined in the United Kingdom in 1944, when the
Vegan Society was founded. Offering this
etymology will help your audience to remember
the meaning of vegan.
c. Define a word by explaining its use or function.
For example, in vegan recipes, you can use
tofu to replace meat and soy milk to replace
cow’s milk.

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Second Semester | Academic Year 2021-2022
Instructor: Mark Anthony S. Bartolome, MAEd
 LESSON
PURPOSIVE COMMUNICATION
3 INFORMATIVE COMMUNICATION
d. Define something by using a familiar synonym or
antonym.
A synonym is a word that has the same or similar
meaning; an antonym is a word that has the
opposite meaning.
Therefore, you can define vegan by comparing it
to a word vegetarian (synonym) or to the word
carnivore (antonym).
2. DESCRIPTION
Informative speeches can be made more
vivid by describing, telling what it looks like. To
describe effectively requires you to observe
particular descriptive characteristics and to create
vivid ways to communicate those observations.
Description is the informative method that is
used to create an accurate, vivid, verbal picture of
an object, geographic feature, setting, event,
person, or image. This method usually answers who,
what, or where question. It will be more effective if
you have presentational aid, but verbal descriptions
that are clear, vivid, can create mental pictures that
are also informative. To describe something
effectively, you can explain its size, shape, weight,
color, composition, age, condition, and spatial
organization.
You can describe size subjectively, such as
large or small, and objectively by nothing specific
numerical measures. For example, you can describe
the New York City subjectively as the largest in the
US or more objectively as home to more than 8m
people with more than 26,000 people per square
meter.
You can describe a shape by reference to
common geometric forms like round, triangular,
oblong spherical, conical, cylindrical, or by reference
to common objects as a book or a milk carton.
You can describe weight subjectively, such
as heavy or light, and objectively by pounds and
ounces or kilograms or grams.
As with size, you can clarify weight with
comparisons. For example, it’s about as heavy as an
Octopus. The adult North Pacific Giant Octopus
usually weighs around 50kg. It is the largest octopus
species and is known for its considerable
intelligence, including the ability to open jars, solve
mazes, and mimic other octopuses.
You can describe color by combining a basic
color (such as black, white, red, or yellow) with a
common object. For instance, instead of describing
something as a dark red or purple brown, you may
describe the object as “eggplant purple.”
You can describe the composition of
something by explaining what it is made of, such as
by saying that a building was made of bricks,
concrete, wood, or siding.
3 | PURPOSIVE COMMUNICATION| OMSC Murtha Campus
Second Semester | Academic Year 2021-2022
Instructor: Mark Anthony S. Bartolome, MAEd
In some cases, you may be clearer by
describing what it looks like rather than what it is. For
example, you may say that something looks metallic
even if it is made of plastic rather than metal.
You can describe the something by its age
and condition. For example, describing a city as old
and well-kept gives a mental picture.
Revising descriptions
Description is improved with careful revision.
For most people, vivid description does not come
easily we are not used to describing vividly in
ordinary conversation. In practicing a speech, the
speaker has the opportunity to work on the language,
revising general and bland statements to make them
more specific and vivid. We can work with a single,
simple idea to illustrate the revision process.
Consider these sentences:
(Several pencils were on Jamal’s desk.)
This statement of fact tells us that pencils
(plural) were on a desk, but it gives no real
description.
Revising this description begins by asking
questions that relate to the essentials of description
we discussed. By asking “How many pencils? What
color were they?” specific descriptive details come to
mind. This revision answers those questions:
(Five yellow pencils decorated Jamal’s desk.)
“Five” is more descriptive than “several”
because it is more specific; “yellow” begins a
description of how they look ed; “decorated” is more
descriptive than “on” because it carries a mental
picture.
Now ask the questions “What condition were
the pencils in? How were they arranged?” In the
following two sentences, we get completely different
descriptions of the pencils based on the answers to
these questions:
(Five stubby, well chewed pencils of different
colors, all badly in need of sharpening, were
scattered about Jamal’s desk.)
These examples begin to show the different
pictures that can be created depending on how you
use the observed details.
Continued revision may lead to your trying to
memorize the speech. As you practice, try to keep
the essentials in mind but use slightly different
wordings each time to express your descriptions. By
making minor changes each time, you will avoid
memorizing the speech.
 LESSON
PURPOSIVE COMMUNICATION
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3. COMPARISON AND CONTRAST
Comparison and contrast is a method of
informing that focuses on how something is similar
or different from other things.
Comparison in writing discusses elements
that are similar, while contrast in writing discusses
elements that are different. A compare-and-contrast
essay, then, analyzes two subjects by comparing
them, contrasting them, or both.
The key to a good compare-and-contrast
essay is to choose two or more subjects that connect
in a meaningful way. The purpose of conducting the
comparison or contrast is not to state the obvious but
rather to illuminate subtle differences or unexpected
similarities.
For example, if you wanted to focus on
contrasting two subjects you would not pick apples
and oranges; rather, you might choose to compare
and contrast two types of oranges or two types of
apples to highlight subtle differences.
For example, Red Delicious apples are
sweet, while Granny Smiths are tart and acidic.
Drawing distinctions between elements in a similar
category will increase the audience’s understanding
of that category, which is the purpose of the
compare-and-contrast essay.
Similarly, to focus on comparison, choose
two subjects that seem at first to be unrelated. For a
comparison essay, you likely would not choose two
apples or two oranges because they share so many
of the same properties already. Rather, you might try
to compare how apples and oranges are quite
similar. The more divergent the two subjects initially
seem, the more interesting a comparison essay will
be.
The Structure of a Comparison and Contrast
Essay
The compare-and-contrast essay starts with
a thesis that clearly states the two subjects that are
to be compared, contrasted, or both and the reason
for doing so. The thesis could lean more toward
comparing, contrasting, or both. Remember, the
point of comparing and contrasting is to provide
useful knowledge to the reader. Take the following
thesis as an example that leans more toward
contrasting.
Thesis statement: Organic vegetables may
cost more than those that are conventionally grown,
but when put to the test, they are definitely worth
every extra penny.
Here the thesis sets up the two subjects to
be compared and contrasted (organic versus
conventional vegetables), and it makes a claim
about the results that might prove useful to the
reader.
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Instructor: Mark Anthony S. Bartolome, MAEd
You may organize compare-and-contrast
essays in one of the following two ways:
According to the subjects themselves,
discussing one then the other
According to individual points, discussing
each subject in relation to each point
The organizational structure you choose
depends on the nature of the topic, your purpose, and
your audience.
Phrases of Comparison and Contrast
Comparison Contrast
 one
 one difference
similarity
 another  another
similarity difference
 both  conversely
 like  in contrast
 likewise  unlike
 similarly  while
 in a similar
 whereas
fashion
Writing a Comparison and Contrast Essay
First choose whether you want to compare
seemingly disparate subjects, contrast seemingly
similar subjects, or compare and contrast subjects.
Once you have decided on a topic, introduce it with
an engaging opening paragraph. Your thesis should
come at the end of the introduction, and it should
establish the subjects you will compare, contrast, or
both as well as state what can be learned from doing
so.
The body of the essay can be organized in
one of two ways: by subject or by individual points.
The organizing strategy that you choose will depend
on, as always, your audience and your purpose. You
may also consider your particular approach to the
subjects as well as the nature of the subjects
themselves; some subjects might better lend
themselves to one structure or the other. Make sure
to use comparison and contrast phrases to cue the
reader to the ways in which you are analyzing the
relationship between the subjects.
4. NARRATION
Narration is the method of informing that
recounts autobiographical or biographical event, a
myth, a story, or some other account.
Recall from that a narrative is a story, a tale
or an account (often humorous) that has a point or
 LESSON
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climax. A joke has a punch line; a fable has a moral;
other narratives have climactic endings that make the
stories interesting. Thus, the primary goal of a
narrative is to make a point in such a unique or
interesting way that the audience will remember it
because of the way it was presented. In a speech
about the costs of faulty listening, suppose you
exemplified your point with this narrative:
Abraham suffered great personal cost by
working all day to finish a report for the five o’clock
deadline, only to find as he turned it in that he was a
day early.
This one sentence narrative about Abraham
can then be developed to be both more interesting
and more memorable. Let’s consider three major
elements of narration and how they can increase the
power of this particular narrative statement.
1. Narratives are built with supporting details.
Narratives can be long or short depending on the
number and degree of development of supporting
details used to build the story to maximize its effect.
For instance, in the narrative of Abraham’s report,
you could introduce details such as how Abraham got
to work at 6 A.M., more than two hours earlier than
usual, to find the time to work on the report and how
Abraham had to turn down a lunch invitation from a
man he had been trying to see for three weeks about
an important issue of company policy.
2. Narratives usually maintain suspense. Part
of the power of the narrative can be increased by
withholding the punch line until the end. If you can
tease the audience, you will hold their attention. The
audience will be trying to see whether they can
anticipate what you are going to say. Vocally, a slight
pause before delivering the punch line will heighten
the effect:
Abraham worked all day to finish his report for
the five o’clock deadline, only to discover when he
turned it in [pause] it was one full day early!
3. Narratives include dialogue when possible.
A story will be much more enjoyable to an audience
if they can hear it unfold through dialogue. For
instance, notice how our one line story improves with
this presentation:
As Abraham burst into his boss’s office with
his report in hand, his boss’s secretary stared at him,
dumbfounded. When he said breathlessly, “Here’s
the report, right on the dot!” she exclaimed,
“Abraham, the report isn’t due until tomorrow!”
5. DEMONSTRATION
Demonstration is a method of
informing to show how something works.
Demonstration range from very simple with a few
easy-to-follow steps (such as how to iron shirts) to -
a very complex (such as explaining how a computer
operating system (OS) functions.) Regardless of - Photographs, drawings, charts, and
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Second Semester | Academic Year 2021-2022
Instructor: Mark Anthony S. Bartolome, MAEd
whether a topic is simple or complex, effective
demonstrations require expertise, developing a
hierarchy of steps, and using visual language and aids.
Regardless of whether a topic is simple or complex,
effective demonstrations require expertise, developing
a hierarchy of steps, and using visual language and
aids.
Watch the following videos for examples:
Figure 1: https://www.youtube.com/watch?v=_ntYZjkogWM
Figure 2https://www.youtube.com/watch?v=Li-gBHFBkIo
TOPIC 3: VISUAL COMMUNICATION
As people are distinguished with their
different communication styles, they are also
different when it comes to their learning styles. While
some may learn with just listening, plainly reading
words, or by doing, some learn best when they are
able to see visual presentations. Here are some
benefits of visuals…
 Most people understand things better when
they have seen how they work
 Complex ideas can be presented clearly and
quickly using visual aids
 People retain information longer when it is
presented to them visually
 Visuals can be used to communicate to a wide
range of people with different backgrounds.
 Visuals are useful when trying to condense
information into a short time period.
Visual aids when used imaginatively and
appropriately will help your audience remember
more. Consider the following:
 People think in terms of images, not words, so
visuals help them retain and recall technical
information
 Visuals attract and hold attention of observers
 Visuals simplify technical information
 Visuals may be useful in presenting technical
information to a nontechnical audience.
Understanding the Basics of Visual Designs
 Keep it simple.
- Do not overload.
- Give clear and immediate impact
- Simplicity maintains maximum
personal contact with the audience
 Emphasize only key ideas
- When you call attentions to ideas with
graphic representations, make sure the
graphic clearly illustrates your key
points or most important supporting
idea.
 Show what you can’t say
Visuals are used to reveal materials that
cannot be easily described orally
 LESSON
PURPOSIVE COMMUNICATION
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graphs may accomplish this objective • Typical situation: Responding to audience’s
 Use close-up photos question
- Close-up are effective in evoking emotional response 1. Extemporaneous (a planned, researched,
 Keep the number of images you present and rehearsed speech). Sandwiched between
manageable the memorized and impromptu delivery styles
- Maximum of 8 to 10 images you find the extemporaneous speech style. For
 Combine variety with coherence this style, the speech is not completely written
- In using a number of images, vary the design enough out. It is usually delivered with keynotes for
to make them interesting but keep them aesthetically reference.
consistent. Most public speaking courses and books
 Use large lettering describe extemporaneous speeches as carefully
prepared and rehearsed, but delivered using
- Avoid presenting long texts
notes of key words and phrases to support the
speaker. Phrasing is pre- rehearsed, words are
Tips for Using Presentation Media
pre-chosen, and the organization is fluid and
well-constructed. There should be no fumbling
Consider Practice Set up Speak to for words, no rambling, and length of time should
the room with your early your be carefully monitored. The style does offer the
media audience not
speaker flexibility to include references to the
your media
immediate surroundings, previous speeches,
news of the day, and so on.
As being familiar If you can, • Advantages: Allows speaker to develop
You want to be
comfortable with with the venue is arrive a day Always make expertise on a topic, to adjust to audience
necessary, so early on the sure that you face
the environment feedback
as being familiar venue so you your audience •
before the Limitation: Rehearsing and researching take
on how to use may set up and avoid turning
speaking time
engagement; your media. the materials your back from • Typical situation: Classroom, professional,
Practice using needed them. Looking at
hence, make and community presentation
the media and beforehand. the presentation
sure to be 2. Manuscript. The word manuscript is the clue
imagine Doing this will media to read the
familiar with it to the style. The speech is written and the
prior the event. possible help you ease content is a
interruptions so your speaker reads it word for word to the audience.
Familiarize common mistake
yourself with the that you may nervousness committed by
Originally, it was done from the hand-written
arrangement already identify about the speakers. This is paper manuscript. Today the manuscript style
solutions as speaking the reason why is common, but the paper is gone. In the old
and identify
well. Conduct a engagement practicing with days, the manuscript was hand-lettered on cue
possible
drill of your and will the media is
distractions. If cards, which were held next to the camera lens.
possible, speech and the decrease important.
your anxiety Then paper scrolls, like printed piano rolls were
rearrange the media so you
on the used, especially in Soap Operas. Today, a
room the way may acquaint
yourself. materials you special teleprompter (working like a periscope)
you want.
are to use. is attached to the camera so the newscaster is
looking at the lens while reading.
• Advantages: Allows speaker to choose each
DELIVERY METHODS word precisely
1. Impromptu (speaking without preparation). • Limitation: Speaker uses written than spoken
Theoretically, an “impromptu” speech is “made up on the language which is difficult to modify
• Typical situation: Political speeches
spot.” It is unprepared and unrehearsed. Often
3. Memorized. The memorized style of speaking
ceremonial toasts, grace before meals, an
is when the manuscript is committed to
acknowledgement, an introduction, offering thanks and
memory and recited to the audience verbatim
so on, fall into this category.
(word for word). In the days
Impromptu speeches are generally short and are
when elocution was taught, this was a typical
often given with little or no notice. Notes are rare and the
approach.
speaker generally looks directly at the audience. It would
• Advantages: Allows speaker to present speech
be presumptuous and arrogant to declare rules for without notes
Impromptu Speaking. It is fair to explain that “impromptu” • Limitation: Can seem artificial
describes a range from absolutely no preparation, to a • Typical situation: Short ceremonial
modest amount of preparation (mostly thought) and rarely speeches
incorporates research or the formalities of outlines and
citations that more formal speeches would include.
• Advantages: Flexibility, spontaneous
• Limitation: Not rehearsed, can be disorganized

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Second Semester | Academic Year 2021-2022
Instructor: Mark Anthony S. Bartolome, MAEd