Rhetoric

Rhetoric - Connotative Meaning
The word "rhetoric" has a negative connotation in 20th century U.S. culture. Many English speakers use the word to label speech or writing that is manipulative, empty, or more concerned with style over substance. One might hear someone say, "Oh that's just rhetoric!" or "That is a rhetorical question no one is really supposed to answer" [1].

Rhetoric - Dennotative Meaning
However, it was originally intended to mean the art of "persuasive speaking or writing," and/or "language designed to have a persuasive or impressive effect" [1].

Etymology
"Middle English: from Old French rethorique via Latin from Greek rhētorikē (tekhnē) (art) of rhetoric" [1].

Wikipedia Article
For an extended definition and history of rhetoric, click here.