Heinrichs begins with virtue, the first of the three qualities of
ethos. In rhetorical terms, being virtuous simply means connecting with an audience’s values. People have many different ideas of “virtue,” which means that what seems ethical to a speaker could actually detract from that speaker’s
ethos. In the book
To Kill a Mockingbird, the lawyer
Atticus Finch is seen as a virtuous person, until it become clear that his values don’t coincide with those of his racist town. His virtue is great, but his
rhetorical virtue, when he speaks to the racist jury, is low. On the other hand, consider
Abraham Lincoln. Lincoln opposed slavery, but he was well-known for enjoying “darkie jokes” and even using the n-word. Perhaps Lincoln succeeded as a politician because he adapted his rhetorical virtue to different audiences—a gambit that may seem politically incorrect by 21st century standards, but which also allowed him to fight slavery.