Rhetoric (noun)

1. The art or study of using language effectively and persuasively.
2. Language designed to have a persuasive or impressive effect, but often regarded as lacking in sincerity or meaningful content.
3. Language designed to have a persuasive or impressive effect, but often regarded as lacking in sincerity or meaningful content.
4. Speech or writing that is intended to be effective or influential but is often regarded as lacking in sincerity or meaningful content.

Origin:

Late middle english: via latin from greek rhētorikē (tekhnē) "(art) of oratory", from rhētor "orator".

Examples:

1. His rhetoric was powerful but empty.
2. The rhetoric of the campaign.
3. He was a master of rhetoric.
4. The rhetoric of the speech was impressive.
5. The rhetoric of the candidate was criticized as insincere.