Do not assume that your audience already agrees with you. Instead, envision skeptical readers who, like a panel of jurors, will make up their minds after listening to all sides of the argument. If you are arguing a public policy issue, aim your paper at readers who represent a variety of positions. In the case of the debate over offshore drilling, for example, imagine a jury that represents those who have a stake in the matter: consumers, policymakers, and environmentalists.
At times, you can deliberately narrow your audience. If you are working within a word limit, for example, you might not have the space in which to address all the concerns of all interested parties. Or you might be primarily interested in reaching one segment of a general audience, such as consumers. Once you identify a specific audience, it’s helpful to think about what kinds of arguments and evidence will appeal to that audience.
To construct a convincing argument, you must establish your credibility (ethos) and appeal to your readers’ sense of logic and reason (logos) as well as to their values and beliefs (pathos).
Ethical appeals (ethos)
To accept your argument, a reader must see you as trustworthy, fair, and reasonable. When you acknowledge alternative positions, you build common ground with readers and gain their trust by showing that you are knowledgeable. And when you use sources responsibly (summarizing, paraphrasing, or quoting the views of others respectfully), you inspire readers’ confidence in your judgment.
Logical appeals (logos)
To persuade readers, you need to appeal to their sense of logic and sound reasoning. When you provide sufficient evidence, you offer readers logical support for your argument. And when you clarify the assumptions that underlie your arguments and avoid logical fallacies, you appeal to readers’ desire for reason.
Emotional appeals (pathos)
To establish common ground with readers, you need to appeal to their beliefs and values as well as to their minds. When you offer readers vivid examples, startling statistics, or compelling visuals, you engage readers and deepen their interest in your argument. And when you balance emotional appeals with logical appeals, you highlight the human dimension of an issue to show readers why they should care about your argument.