rhetoric

(rĕtˈər-ĭk)

1. a. The art or study of using language effectively and persuasively.
   b. A treatise or book discussing this art.
2. Skill in using language effectively and persuasively.
3. a. A style of speaking or writing, especially the language of a particular subject: fiery political rhetoric.
   b. Language that is elaborate, pretentious, insincere, or intellectually vacuous: His offers of compromise were mere rhetoric.
4. Verbal communication; discourse.