Ethical appeals depend on morality and credibility such as:
1. Honesty: Ethical appeals often rely on the speaker's or writer's honesty and transparency. By presenting information truthfully and accurately, the speaker or writer establishes credibility and gains the audience's trust.
2. Intention: Ethical appeals also rely on the speaker's or writer's intention. If the audience perceives that the speaker has good intentions and is genuinely concerned about their well-being, they are more likely to be persuaded by the ethical appeal.
3. Fairness: Ethical appeals often appeal to the idea of fairness and justice. By appealing to the audience's sense of what is right and just, the speaker or writer can motivate them to take action or support a particular cause.
4. Empathy: Ethical appeals often rely on empathy, or the ability to understand and share the feelings of others. By appealing to the audience's empathy, the speaker or writer can evoke emotions and create a sense of connection, leading to a more persuasive argument.
5. Expertise: Ethical appeals can also depend on the speaker's or writer's expertise in a particular field. By demonstrating knowledge and expertise, the speaker or writer can establish credibility and convince the audience that their arguments are reliable and trustworthy.
6. Consistency: Ethical appeals often emphasize consistency in values and actions. By appealing to the audience's sense of consistency and integrity, the speaker or writer can compel them to align their behavior with their stated beliefs and values.
7. Cultural and societal norms: Ethical appeals can also depend on prevailing cultural and societal norms. By appealing to shared values and norms, the speaker or writer can tap into the audience's existing moral framework, making their arguments more persuasive.
Overall, ethical appeals rely on the principles of honesty, fairness, empathy, expertise, consistency, and cultural and societal norms to establish credibility and persuade the audience based on shared moral beliefs and values.