rhetoric

noun

1.
using language effectively to please or persuade
thillcraft wordcraft
Derived from:
rhetorician
2.
high-flown style; excessive use of verbal ornamentation
flowery grandiloquence grandiosity magniloquence ornateness
3.
4.
study of the technique and rules for using language effectively (especially in public speaking)
Derived from:
rhetorical rhetorician