- [[ethos|Ethos]] concerns the **speaker**, and [[ethos makes sense at the beginning of a speech|occurs at the beginning]] of a speech. - [[logos|Logos]] concerns the **facts themselves**, and [[logos makes sense in the middle of a speech|occurs in the middle]] of a speech. - [[pathos|Pathos]] concerns the **audience**, and [[pathos makes sense at the end of a speech|occurs towards the end]] of a speech. This actually mirrors how *any* message is sent: > a **sender** sends a **message** to a **receiver** We start with the sender/speaker, then we move to the message itself, and we close with the receiver/audience.