This article explores the potential effects of (i)figurative language (as representative of contributing aesthetic quality to speech; i.e. metaphor, metonymy, etc.) and (ii) argumentational integrity (or fairness) on the persuasiveness of argumentation. The article is concerned with the relation between morality and aesthetics. The authors carry out two experiments that suggest that persuasive contributions are usually connected to argumentational integrity in the first place, which may then be enhanced by aesthetic means. They contend that fairness is a necessary precondition for the efficacy of aesthetics.