Ethical speakers help their listeners reach well-informed decisions rather than manipulating them into agreement. Unfortunately, some persuaders use unethical tactics. For example, one study found that a detailed description of a single individual who had been on welfare for sixteen years exerted a greater influence on an audience’s perception of welfare recipients than statewide statistics showing that 90 percent of welfare recipients go off the rolls within four years.25 Using vivid evidence that depicts an atypical situation is an unethical half-truth unless the speaker informs the audience that the situation described is not the norm.
To persuade ethically, present solid, truthful claims that support your thesis. Scrupulously avoid arguments based on faulty reasoning, and include all the key facts you know that would help your audience carefully weigh what you’re proposing. Remember, you can address counterarguments to your position by using a two-sided argument.
