limiting each new question to a single fact<\/a>.<\/p>\nA “leading question” is one that suggests an answer. For example:<\/p>\n
“Was the defendant holding a gun?”<\/em><\/p>\nQuoting from the book, CROSS-EXAMINATION: SCIENCE AND TECHNIQUES, <\/em>by Larry S. Pozner and Roger J. Dodd:<\/p>\n“RULE #1:\u00a0 Leading Questions Only.<\/p>\n
“The Federal Rules of Evidence, and the rules of evidence of all the states, permit leading questions on cross-examination….This is the fundamental factor of cross-examination. It is the critical advantage given the cross-examiner that must always be pressed.<\/p>\n
“A skillful lawyer must never forfeit the enormous advantage offered by the use of leading questions. The ‘leading questions only’ rule means that, in trial, never, ever, no matter how well-intentioned the reason, use a question that is not strictly leading.”<\/p><\/blockquote>\n
The reason the cross-examiner is advised to use only leading questions is to make sure he maintains complete control of the facts that are presented to the jury.<\/p>\n
If the fact is irrelevant to the theory of the case, it isn’t introduced.<\/p>\n
If the fact distracts from the theory of the case, it isn’t introduced.<\/p>\n
Radio Advertising Application<\/h3>\n
The way to adapt this rule to advertising is to forget about the term “leading questions.” Instead, focus on the results the authors say each question should deliver; the questions are intended only to bolster the theory of the case.<\/p>\n
And you should allow nothing in your commercial that does not actively support its core message:<\/p>\n
Extraneous bits of information the clients want to squeeze in, thinking that’s how they get the most for their money….<\/p>\n
Or a joke that is included solely because it’s funny \u2014 but not because it leads the targeted consumer to the desired conclusion.<\/p>\n","protected":false},"excerpt":{"rendered":"
Last week I shared with you the importance of a cross-examining attorney’s limiting each new question to a single fact. A “leading question” is one that suggests an answer. For example: “Was the defendant holding a gun?” Quoting from the book, CROSS-EXAMINATION: SCIENCE AND TECHNIQUES, by Larry S. Pozner and Roger J. Dodd: “RULE #1:\u00a0 […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-10168","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\n
FINAL CROSS-EXAMINATION TECHNIQUE FOR RADIO COMMERCIALS - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2011\/06\/cross-examination-radio-ads-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FINAL CROSS-EXAMINATION TECHNIQUE FOR RADIO COMMERCIALS - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Last week I shared with you the importance of a cross-examining attorney’s limiting each new question to a single fact. A “leading question” is one that suggests an answer. For example: “Was the defendant holding a gun?” Quoting from the book, CROSS-EXAMINATION: SCIENCE AND TECHNIQUES, by Larry S. Pozner and Roger J. 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![\"radio](\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2011\/06\/AttorneyCourtroom.jpg\" "\\"cross")
<\/a>\n