Use reason to convince a skeptical reader of the truth or validity of your argument. Use reason to ask someone to take a new view of a situation. Emotional appeals attempt to arouse the feelings of the reader. Daniel Goleman, Author of Emotional Intelligence, says that such appeals rely on tapping the energy associated with basic feelings of fear, enjoyment, anger, surprise, or disgust. Emotional appeals are most effective when the reader can be expected to agree with your argument and you want the reader to act.
Ethical appeals rely on the reader's sense of right and wrong.
Such appeals depend on the writer's credibility as a respected expert, reliable contributor, or well-informed observer whose opinions are believable because they are ethically sound. Ethical appeals are most effective when the reader can be moved by what is said and by who is saying it. A writer seeks to increase the budget for new computers in her department. Our present computers are five years old. The neighboring department got new computers two years ago.