Oil company representative: We spent more money on cleaning the otters affected by our recent oil spill than has been spent on any previous marine mammal rescue project.
Environmentalist's Conclusion
The oil company has no such (environmental) concern.
Environmentalist's Intermediate Conclusion
Your real concern is sales.
Environmentalist's Evidence
The company admitted that photos of oil-covered otters would be particularly damaging to its public image, which affects sales.
Evaluate
We need a way to prove that the oil company doesn't have an environmental concern.
The evidence tries to establish that the company is concerned about their public image and thus about sales.
The oil company could say, "True, but we're also concerned about the environment."
Goal
We need an answer that gets us from what we know from the evidence:
- they're worried about public image / they're worried about sales
to what we need to know:
- they're NOT worried about the environment