rhetoric
     n 1: using language effectively to please or persuade
     2: high flown style; excessive use of verbal ornamentation
        [syn: {grandiosity}, {magniloquence}, {grandiloquence}]
     3: loud and confused and empty talk; "mere rhetoric" [syn: {palaver},
         {hot air}, {empty words}, {empty talk}]
     4: study of the technique and rules for using language
        effectively (especially in public speaking)
Source: WordNet® 2.0