When writers use an ethical appeal (ethos, or “character” in Greek), they call on the reader’s sense of fairness and trust. They select and present evidence in a way that will make the audience trust them, respect their judgment, and believe what they have to say. The best logical argument in the world falls flat when readers don’t take the writer seriously. How can you use an ethical appeal to establish your credibility as a writer? First you need to establish your credentials in the field through experience, reading, or interviews that helped you learn about the subject.

Example: If you are writing about water quality, tell your readers about the odor, taste, and color of your local water. Identify medical or environmental experts you contacted or whose reports you read.

Demonstrate your knowledge through the information you present, the experts and sources you cite, and the depth of understanding you convey. Establish a rapport with readers by indicating values and attitudes that you share with them and by responding seriously to opposing arguments. Finally, use language that is precise, clear, and appropriate in tone.