When a writer appeals to moral or ethical values, what are they trying to accomplish?

When a writer appeals to moral or ethical values, they aim to convince the reader of a right or wrong. This type of appeal, known as an ethical appeal or ethos, taps into the audience's sense of what is morally acceptable or unacceptable. By doing so, the writer seeks to establish credibility and persuade the reader to align with their viewpoint or take a specific action based on shared values or beliefs about morality. This approach is particularly effective in persuasive writing, where influencing the reader's beliefs or actions on moral grounds is critical to the writer's argument.

While entertaining the reader, providing detailed analysis, or summarizing arguments may have their own value in writing, they do not specifically focus on moral or ethical considerations as a means of persuasion.