Rhetoric

A basic premise for rhetoric is the indivisibility of means from meaning; how one says something conveys meaning as much as what one says. Rhetoric studies the effectiveness of language comprehensively, including its emotional impact (pathos), as much as its propositional content (logos). 
  -   From the Silva Rhetoricae website: www.rhetoric.byu.edu

Rhetoric was the culminating art of the classical education pre-dominant in ancient Rome and in the Renaissance.  Through it, a speaker produces the most beautiful and persuasive expression of his ideas.  A masterful speaker understands his own mind and his audience; he connects the two by reaching within his listeners or readers to instruct and inspire.  He draws on the common cultural heritage to remind them of what they already hold dear and manifest what is at stake in the present situation.