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).
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. When you use sources responsibly (summarizing, paraphrasing, or quoting the views of others respectfully), you inspire readers’ confidence in your judgment. And when your vocabulary is respectful and measured, you build your ethos as a reasonable, thoughtful writer.
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 avoid logical fallacies and clarify the assumptions that underlie your arguments, you appeal to readers’ desire for reason.
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.
Evaluating appeals (ethos, logos, pathos) as a reader