Rhetoric

Definition: Rhetoric is the art and study of discourse (written and spoken communication).
According to Aristotle R is a counterpart of both logic and politics, and he calls it "the faculty of observing in any given case the available means of persuasion".
R typically provide heuristics for understanding, discovering, and developing arguments for particular situations, such as Aristotle's 3 persuasive audience appeals: logos (~word, argument), pathos (appeal to emotion), and ethos (~values, beliefs, ideals).
More recently the rise of advertising and of mass media revived the attention for R.

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