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Make them memorable

Let's say you want to make the point that television is the most influential force in American life. You could say something like this: ''A recent survey showed that the average American spends X number of hours watching television each week'' or ''X percentage of the American people rely on television for almost all their news and entertainment.'' Anything especially memorable in either statement? Well, no.

But how about this: ''A recent survey found that 44 percent of the people didn't recognize George Bush when shown a picture of him, but only 7 percent failed to recognize the smiling face and muscular body of Mister Clean. Maybe Mr. Clean ought to run for president. Or maybe President Bush ought to shave his head, grow muscles, and start doing TV commercials.'' Few in the audience will recall the percentages, but the vision of Mr. Bush with a shaven head is unforgettable.


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