Virtues can be marketed by assigning virtues to a specific product. To understand how this is accomplished, it's important to consider what a "virtue" is. Attributes like strength, power, stability, dependability, and durability are all virtues that are usually assigned to people, but are also commonly marketed with products.
Consider a laptop, for instance. How might you sell a laptop to a consumer? You may being by explaining how powerful the laptop is - it operates at the most efficient speeds and offers the strongest processor and battery. The laptop may have a dependable solid state drive, guaranteed to never fail "or your money back." The laptop may have the most stable operating system with on-call support available at all times. Finally, the laptop may be able to withstand drops and spills, making it the most durable computer of its type.
The virtues associated with a laptop are part of why the product is marketable in the first place. All of the virtues listed in the above example in bold are positive attributes that make the product desirable. Marketers hone in on these key terms because virtues sell.
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