A virtue word tends to invoke a positive image when placed in the appropriate context. This can be used for the purposes of positive commentary or description in marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 and propaganda

Propaganda

Propaganda is a form of communication that is aimed at influencing the attitude of a community toward some cause or position so as to benefit oneself or one's group....

.

A virtue word is usually abstract and general, and is used in a way that appeals to the listener's emotions.

Some examples of virtue words:

• Equality
  Egalitarianism
  Egalitarianism is a trend of thought that favors equality of some sort among moral agents, whether persons or animals. Emphasis is placed upon the fact that equality contains the idea of equity of quality...
  
  
• Freedom
• Justice
  Justice
  Justice is a concept of moral rightness based on ethics, rationality, law, natural law, religion, or equity, along with the punishment of the breach of said ethics; justice is the act of being just and/or fair.-Concept of justice:...
  
  
• Honor
• Change
  Social change
  Social change refers to an alteration in the social order of a society. It may refer to the notion of social progress or sociocultural evolution, the philosophical idea that society moves forward by dialectical or evolutionary means. It may refer to a paradigmatic change in the socio-economic...
  
  
• Right
  Right
  Rights are legal, social, or ethical principles of freedom or entitlement; that is, rights are the fundamental normative rules about what is allowed of people or owed to people, according to some legal system, social convention, or ethical theory...
  
  
• Family
  Family
  In human context, a family is a group of people affiliated by consanguinity, affinity, or co-residence. In most societies it is the principal institution for the socialization of children...
  
  
• Good
• Peace
  Peace
  Peace is a state of harmony characterized by the lack of violent conflict. Commonly understood as the absence of hostility, peace also suggests the existence of healthy or newly healed interpersonal or international relationships, prosperity in matters of social or economic welfare, the...
  
  
• Progress
  Progress (history)
  In historiography and the philosophy of history, progress is the idea that the world can become increasingly better in terms of science, technology, modernization, liberty, democracy, quality of life, etc...
  
  
• God
  God
  God is the English name given to a singular being in theistic and deistic religions who is either the sole deity in monotheism, or a single deity in polytheism....
  
  
• Forward
  Relative direction
  The most common relative directions are left, right, forward, backward, up, and down. No absolute direction corresponds to any of the relative directions. This is a consequence of the translational invariance of the laws of physics: nature, loosely speaking, behaves the same no matter what...
  
  
• Tradition
  Tradition
  A tradition is a ritual, belief or object passed down within a society, still maintained in the present, with origins in the past. Common examples include holidays or impractical but socially meaningful clothes , but the idea has also been applied to social norms such as greetings...
  
  
• Care
• Democracy
  Democracy
  Democracy is generally defined as a form of government in which all adult citizens have an equal say in the decisions that affect their lives. Ideally, this includes equal participation in the proposal, development and passage of legislation into law...
  
  
• Liberty
  Liberty
  Liberty is a moral and political principle, or Right, that identifies the condition in which human beings are able to govern themselves, to behave according to their own free will, and take responsibility for their actions...
  
  

Entrepreneur

In "A Load of Blair", philosopher Jamie Whyte

Jamie Whyte

Jamie Whyte is a philosopher who writes on philosophy for a general audience. Born in New Zealand, he now lives in the United Kingdom. He was formerly a lecturer in Philosophy at Cambridge University....

refers to such words as "hooray words".