A play with words...
Rhetoric is the art of using language as a means to persuade. Along with grammar and logic or dialectic, rhetoric is one of the three ancient arts of discourse. From ancient Greece to the late 19th Century, it was a central part of Western education, filling the need to train public speakers and writers to move audiences to action with arguments. The very act of defining has itself been a central part of rhetoric, appearing among Aristotle's Topics. The word is derived from the Greek’s "oratorical", "public speaker", related to, "that which is said or spoken, word, saying", and ultimately derived from the verb, "to speak, say". In its broadest sense, rhetoric concerns human discourse.
~ more can be found at http://en.wikipedia.org/wiki/Rhetoric
the art of effective or persuasive speaking or writing, especially the exploitation of figures of speech and other compositional techniques.
"he is using a common figure of rhetoric, hyperbole"
oratory, eloquence, power of speech, command of language, expression,way with words, delivery, diction.
"he was considered to excel in this form of rhetoric"
language designed to have a persuasive or impressive effect, but which is often regarded as lacking in sincerity or meaningful content.
"all we have from the Opposition is empty rhetoric"
bombast, loftiness, turgidity, grandiloquence, magniloquence,ornateness, portentousness, pomposity, boastfulness, boasting,bragging, heroics, hyperbole, extravagant language, purple prose,pompousness, sonorousness;windiness, wordiness, verbosity, prolixity; informalhot air; raretumidity, fustian, euphuism, orotundity..