Which persuasive technique involves appealing to an audience's sense of ethics or morality?

The persuasive technique that appeals to an audience's sense of ethics or morality is known as ethical appeal. This method, often referred to as ethos, is about establishing credibility and moral integrity in the argument. When a speaker uses ethical appeal, they aim to convince the audience that their viewpoint aligns with what is considered right or just, thereby fostering trust and respect. This strategy is particularly effective in persuasive speaking, as it not only enhances the speaker's authority but also resonates deeply with the audience's values and principles, motivating them to act in alignment with those ethical standards.

In contrast, logical appeal focuses on reasoning and factual evidence to support arguments, while emotional appeal plays on the audience's feelings to elicit a response. Urgency appeal tries to provoke immediate action or attention by emphasizing time constraints or the need for quick responses. Each of these techniques serves a different purpose, but ethical appeal specifically targets the moral compass and values of the audience.