Rhetoric gets a bad rap.
We accuse speakers and writers of engaging in rhetoric. It’s not a compliment. We mean such speeches and writing are devoid of meaning, that they’re just hot air.
But that’s not rhetoric’s fault. It’s the fault of speakers and writers who don’t put any meaning behind their words. They’re all style but no substance.
In contrast, rhetoric can give substance a splash of style, ensuring that readers hear the message and remember it.