What is it?

Virtue words are terms with strong positive connotations that create a favorable impression without providing substantive information. They appeal to widely-held values to generate approval without needing to justify a position with evidence or reasoning.

Examples

How to Avoid This

Support your positions with specific details and evidence rather than relying on positive but vague terminology. Explain exactly how your proposals would work.

How to Counter This

Ask for specifics: 'Those sound like positive goals, but what exactly does your policy entail? What specific actions are you proposing?'