Language

Depending on the audience your writing to, the language and voice you use changes. Changing your language to match the audience of your writing helps in developing credibility and ethical appeal. Your writing style helps to draw the audience into the paper. If you don't adapt your style, you will alienate some audiences if you use a high level style when writing to a lower level audience. You would also turn off higher level audiences if you use a low level style. Being able to adapt your style to the target audience, will allow for the ethical appeal of the paper to grow.