the.com/exhortation

means A speech or piece of writing that urges someone strongly to do something, usually something virtuous or necessary.

from From Latin exhortari — ex- ('thoroughly, out') plus hortari ('to urge, encourage'). Hortari itself is related to the same root that gives us 'horta-' notions of incitement, and shows up in English 'hortatory.' The Latin verb was already doing double duty as both military rallying cry and moral nudge long before it settled into English in the 14th century via Old French exhortation — so the word has been pushing people to shape up for a very long time.