IAT 103W Lecture : IAT103w-Developing a Credible Argument.docx
23 Mar 2012
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When presenting an argument, a writer must develop an organized plan to persuade the reader. The tactics we use are called rhetorical appeals. Appeals are communicated in and through the writing strategies we use to develop an argument. Emotional appeals focus on the reader"s values and needs. Example: a happy story told by a pleased customer or a sad story told by an earthquake victim is a testimonial. Its job is to tap into the feelings of the audience. Logical appeals focus on the reader"s sense of reason. Example: a mathematical equation or a statistic appears scientific. Its job is to tap into the reader"s sense of authority. Ethical appeals establish the writer"s credibility and present the writer as reliable or ethical. Example: a writer who names experts in a research paper appears more credible. Calling on the expertise of reliable sources appeals to the reader"s sense of good character.
