rhetoric

(noun) using language effectively to please or persuade.

(noun) high-flown style; excessive use of verbal ornamentation. Synonyms: grandiosity, magniloquence, ornateness, grandiloquence. Examples: "The grandiosity of his prose." "An excessive ornateness of language."

(noun) loud and confused and empty talk. Synonyms: palaver, hot air, empty words, empty talk. Example: "Mere rhetoric."

(noun) study of the technique and rules for using language effectively (especially in public speaking).