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Evidence is subcategorized according to how it is used to support the claim.
Evidence that focuses on our ability to think is classified as rational appeal , evidence that focuses on our ability to 'feel' is emotional appeal , and evidence that focuses on our ability to trust those we find to be credible is ethical appeal . H ere in the late twentieth century, it seems to me that we tend to honor and respect rational appeal over all others. After all, this is the age when we trust in science and technology in the same way that our ancestors trusted in divine providence. However, only a brief look at advertising or the editorial pages of the newspaper is enough to convince me that emotional and ethical appeal are as powerful today as they were in the Golden Age of Greece. J ust as each appeal still holds power over the modern mind, let me remind you that each appeal too has its own weaknesses and difficulties .