To make your argument convincing, you must first gain the respect and trust of your readers, or establish your credibility with them. The ancient Greeks called this particular kind of character appeal ethos, often known today as an ethical appeal (8d). You can establish credibility by demonstrating your knowledge of the topic, by showing that you and your audience share at least some common ground, and by showing yourself to be fair and evenhanded. Visuals can strengthen your ability to make such ethical appeals.

Demonstrating knowledge about the topic

A writer can establish credibility first by demonstrating knowledge about the topic at hand. You can show that you have some personal experience with the subject: for example, if you are a former preschool teacher, you could mention your teaching background as part of an argument for increased funding of universal pre-K programs. In addition, showing that you have thought about and researched the subject carefully can help you establish a confident tone.

To determine whether you can effectively present yourself as knowledgeable enough to argue about an issue, consider the following questions:

These questions may help you see what other work you need to do to establish credibility: perhaps you should do more research, resolve contradictions, refocus your working thesis, or even change your topic.

Finding common ground

Many arguments between people or groups are doomed to end without resolution because the two sides occupy no common ground, no starting point of agreement. They are, to use an informal phrase, coming from completely different places. Such has often been the case, for example, in India-Pakistan talks, in which the beginning positions of each party have directly conflicted with those of the other side, leaving no room for a settlement that appeases both nations.

Lack of common ground also dooms many arguments that take place in our everyday lives. If you and your roommate cannot agree on how often to clean your apartment, for instance, the difficulty may well be that your definition of a clean apartment conflicts radically with your roommate’s. You may find, in fact, that you will not be able to resolve such issues until you can establish common definitions, ones that can turn futile quarrels into constructive arguments. (For more on establishing common ground, see Chapter 28.)

Common ground is just as important in written arguments as it is in diplomatic negotiations or personal disputes. The following questions can help you find common ground in presenting an argument:

Showing fairness toward counterarguments

Being fair and reasonable in arguments you make calls for considering counterarguments and alternative points of view. When you begin work on an argument, you need to look not only for sources and evidence that support your point of view but also for those that take different or even opposing points of view. Only when you have considered those counterarguments carefully and tried to look at your topic from their vantage point can you go on to address them in your own argument. Addressing alternate points of view goes a long way to convince readers that you are fair, credible, and ethical. To do so, ask questions like these:

Some writers, instead of demonstrating fairness, may make unjustified attacks on an opponent’s credibility. In your writing, avoid such attacks, which are known as fallacies (8f).

Making ethical appeals with visuals

In arguments and other kinds of writing, visuals can combine with text to help present a writer or an organization as trustworthy and credible. Like businesses, many institutions and individuals are using logos and other images to brand themselves as they wish the public to see them. The Sustainable Food Laboratory logo, seen here, suggests the organization is concerned about food production as well as the environment.

Visuals that make ethical appeals add to your credibility and fairness as a writer. Just as you consider the impression your LinkedIn profile image makes on your audience, you should think about what kind of case you’re making for yourself when you choose images and design elements for your argument.