rhetoric
rhet.o.ric \'ret-*-rik\ n [ME rethorik, fr. MF rethorique, fr. L rhetorica, fr. Gk r]he-torike-, lit., art of oratory, fr. fem. of rhe-torikos of an orator, fr. rhe-to-r orator, rhetorician, fr. eirein to say, speak - more at WORD 1: the art of speaking or writing effectively; specif : the study o f principles and rules of composition formulated by ancient critics 2a: skill in the effective use of speech 2b: insincere or grandiloquent language 3: verbal communication : DISCOURSE