Nouns

(n)rhetoricusing language effectively to please or persuade
(n)grandiosity, magniloquence, ornateness, grandiloquence, rhetorichigh-flown style; excessive use of verbal ornamentation“the grandiosity of his prose”, “an excessive ornateness of language”
(n)palaver, hot air, empty words, empty talk, rhetoricloud and confused and empty talk“mere rhetoric”
(n)rhetoricstudy of the technique and rules for using language effectively (especially in public speaking)