What is rhetoric?

According to Aristotle rhetoric is a way for men to "discuss statement's and to maintain them, to defend themselves, and to attack others". Rhetoric is more than just the ability to speak. It is the ability to speak well and to know what you are saying. Anyone can spout words from a dictionary to make themselves appear smart, but very few actually know what those words mean. Rhetoric in ancient times was considered a form of magic, and even today is a rare gift. Some are born with it, while others have to put in the effort to learn. On the whole, Rhetoric to me is the ability to speak to the masses without making yourself look like a pompous ass or complete buffoon.