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.

Your 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.

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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 sometimes been the case in international peace talks: the beginning positions of each party may directly conflict 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, the difficulty may 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.

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:

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Fairness toward counterarguments

Addressing alternate points of view in arguments you make goes a long way to convince readers that you are fair, credible, and ethical. 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. 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.

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Sample: Ethical appeals in a logo

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.

A logo that makes an ethical appeal

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Video Prompt: Facing a challenging argument