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A virtue word is a word intended to invoke a positive image, sometimes for the purposes of propaganda.

A virtue word is usually very abstract and often appeals to the listener's emotions.

Some examples of virtue words:

• Equality
• Freedom
• Justice
• Honor
• Right
• Good
• Peace
• Progress
• God
• Forward
• Tradition
• Care

In "A Load of Blair", philosopher Jamie Whyte refers to such words as "hooray words".

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