A good and effective speech should have ethos, logic, and pathos.  When a speaker uses ethos he gives credibility to someone or something or maybe even another speech.  Logos is when he or she uses logic and pathos is the twist on the audiences emotions or how it makes them feel. The speaker could be trying to motivate the audience by using pathos to say something deep or he/ she could be trying to make them sad like on the animal shelter commercials or the children in Africa commercials. Maybe the speaker is trying to persuade someone to buy something then they would use logos or logic to make them think they need the item.