Once a writer has established a claim and developed a thesis statement, the next step is to support it with effective evidence. What evidence to present, how much is necessary, and how to present it are all rhetorical choices guided by an understanding of the audience. A person speaking to a group of scientists will more likely need facts and figures to persuade her audience, while one writing an essay for a local newspaper might want to use an anecdote to grab the audience’s attention. Amy Domini, knowing that her audience—the generally affluent and liberal readers of Ode magazine—will include many who are hostile to fast food, presents evidence regarding the positive changes that fast-food companies are making, as well as numerical evidence showing that fast food is a growing phenomenon that could have either a positive or a negative impact on health and the environment. Keep audience in mind throughout this discussion of evidence, particularly in terms of whether your audience would be persuaded more by formal or informal sources.