In this paper we should like to examine some rhetorical aspects of theological language. Before doing so, it is necessary to argue for the view that there is a special mode of discourse appropriate to theology, as opposed to the view that theological language is composed of statements which differ from others only in terms of their subject-matter. There is a distinguished history of opposition to the view we propose; in a very ancient debate it has repeatedly been maintained that theology should be concerned only with discovering and promulgating true statements about God and our knowledge of God, and that any concern with developing sorts and styles of language can only distract and distort. This position is connected with another, which has received support from natural-scientific quarters since the mid-19th century especially: it presents a contrast between academic and non-academic language, founded on the contention that academic discourse occurs in the course of researches where the truth of a statement matters, but virtually nothing else about it does. According to this position, as long as a statement is true it should not matter to the researcher whether anyone finds it important or believable, or whether it impinges on anyone’s interests or needs. (Hence the expressions, presumably used chiefly in non-academic circles, ‘an academic point’, or ‘of merely academic interest’.) The concept of rhetoric can be used to point to misguided features in this type of position, whether it is taken up in relation to theology or in relation to research in general. But theology, more obviously than most subjects, highlights the dubiousness of trying to erect a linguistic ideal without attending to the effects on language of its most communicative aspects.