Arguments and the claims they make are effective only if they appeal to the appropriate audience. For example, if you want to argue for increased lighting in parking garages on campus, you might appeal to students by citing examples drawn from their experiences of the safety problems in such dimly lit garages. If you are writing to university administrators, however, you might focus on the negative publicity associated with past attacks in campus garages and evoke the anger that such attacks cause in parents, alumni, and other influential groups.