What does "rhetoric" refer to in writing and speaking?

Rhetoric refers to the art of effective or persuasive speaking or writing. It involves the strategic use of language to influence an audience, convey messages clearly, and evoke emotions. Rhetoric encompasses techniques such as the use of ethos (credibility), pathos (emotional appeal), and logos (logical argument) to engage readers or listeners and drive a point home. Understanding rhetoric is critical for both writers and speakers, as it allows them to tailor their messages to resonate with their audience and achieve their communicative goals. This concept is foundational in the study of communication and literature, highlighting the importance of not just what is said, but how it is presented to make the intended impact.