Both facets of ethical appeals rely on:
1. Logic and reasoning: Ethical appeals rely on presenting logical arguments and reasoning in order to persuade others to adopt a particular ethical standpoint. This involves presenting evidence, making valid conclusions, and demonstrating consistency in ethical principles.
2. Emotional connection: Ethical appeals also rely on creating an emotional connection with the audience. This involves appealing to their emotions, values, and beliefs in order to evoke empathy, sympathy, or moral outrage. By tapping into an individual's emotions, ethical appeals can have a more profound impact and create a sense of urgency or moral obligation to act in a certain way.