Ethical appeals. Ethical appeals support the credibility, moral character, and goodwill of the argument’s creator. These appeals are especially important for critical readers to recognize and evaluate. We may respect and admire an athlete, for example, but should we invest in the mutual funds the athlete promotes? To identify ethical appeals in arguments, ask yourself these questions: How does the creator of the argument show that he or she has really done the homework on the subject and is knowledgeable and credible about it? What sort of character does he or she build, and how? More important, is that character trustworthy? What does the creator of the argument do to show that he or she has the best interests of an audience in mind? Do those best interests match your own, and if not, how does that alter the effectiveness of the argument?