Arguments for veganism don’t make many vegans, or even many who think they ought to be vegans, at least when they’re written by philosophers. Others — such as the one by Jonathan Safran Foer — seem to do a bit better. Why? To answer this question, I sketch a theory of ordinary moral argumentation that highlights the importance of meaning-based considerations in arguing that people ought to act in ways that deviate from normal expectations for behaviour. In particular, I outline (...) an eclectic theory, where we draw on a variety of moral frameworks and don’t assume that morality is generally overriding. I suggest that meaning-based considerations help us sort through the array of reasons available to us, as well as explain why, in a particular case, what we ought to do morally is what we ought to do all things considered. (shrink)