Preface.
A Treatise on Language: Or, The Relation which Words Bear to Things, in Four Parts (1836)
Context: All that the book contains is the elucidation of but one precept: namely, to interpret language by nature. We [generally and incorrectly] reverse the rule and interpret nature by language.
“These Names of Virtues with their Precepts were”
1. TEMPERANCE. Eat not to Dulness. Drink not to Elevation.
2. SILENCE. Speak not but what may benefit others or your self. Avoid trifling Conversation.
3. ORDER. Let all your Things have their Places. Let each part of your Business have its Time.
4. RESOLUTION. Resolve to perform what you ought. Perform without fail what you resolve.
5. FRUGALITY. Make no Expense but to do good to others or yourself; i.e. Waste nothing.
6. INDUSTRY. Lose no Time. Be always employ'd in something useful. Cut off all unnecessary actions.
7. SINCERITY. Use no hurtful Deceit. Think innocently and justly; and, if you speak, speak accordingly.
8. JUSTICE. Wrong none, by doing Injuries or omitting the Benefits that are your Duty.
9. MODERATION. Avoid Extremes. Forbear resenting Injuries so much as you think they deserve.
10. CLEANLINESS. Tolerate no Uncleanliness in Body, Clothes, or Habitation.
11. TRANQUILLITY. Be not disturbed at Trifles, or at Accidents common or unavoidable.
12. CHASTITY. Rarely use Venery but for Health or Offspring; Never to Dulness, Weakness, or the Injury of your own or another's Peace or Reputation.
13. HUMILITY. Imitate Jesus and Socrates. [Part II, pp. 67-68]
The last of Franklin's chart of 13 virtues: "My List of Virtues contain'd at first but twelve; but a Quaker Friend having kindly inform'd me that I was generally thought proud; … I determined endeavouring to cure myself if I could of this Vice or Folly among the rest, and I added Humility to my List..."
Part II, p. 75.
The Autobiography (1818)
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Benjamin Franklin 183
American author, printer, political theorist, politician, p… 1706–1790Related quotes
“Virtue's a mere name,
Or 'tis high venture that achieves high aim.”
Book I, epistle xvii, p. 138
Translations, The Satires, Epistles, and Art of Poetry of Horace (1869), Epistles

“Freedom is the name of virtue: Slavery, of vice…. None is a slave whose acts are free.”
Fragment x.
Golden Sayings of Epictetus, Fragments

“He left a corsair's name to other times,
Linked with one virtue, and a thousand crimes.”
Canto III, stanza 24; this can be compared to: "Hannibal, as he had mighty virtues, so had he many vices; he had two distinct persons in him", Robert Burton, Anatomy of Melancholy, "Democritus to the Reader".
The Corsair (1814)

1840s, Essays: First Series (1841), Self-Reliance
Context: Society everywhere is in conspiracy against the manhood of every one of its members. Society is a joint-stock company, in which the members agree, for the better securing of his bread to each shareholder, to surrender the liberty and culture of the eater. The virtue in most request is conformity. Self-reliance is its aversion. It loves not realities and creators, but names and customs.

“With gay descriptions sprinkle here and there
Some grave instructive sentences with care,
That touch on life, some moral good pursue,
And give us virtue in a transient view;
Rules, which the future sire may make his own,
And point the golden precepts to his son.”
Saepe etiam memorandum inter ludicra memento,
Permiscere aliquid breviter, mortalia corda
Quod moveat, tangens humanae commoda vitae,
Qodque olim jubeant natos meminisse parentes.
Book II, line 278
De Arte Poetica (1527)

Source: Zen and the Art of Motorcycle Maintenance (1974), Ch. 29
Context: Lightning hits!
Quality! Virtue! Dharma! That is what the Sophists were teaching! Not ethical relativism. Not pristine "virtue." But aretê. Excellence. Dharma! Before the Church of Reason. Before substance. Before form. Before mind and matter. Before dialectic itself. Quality had been absolute. Those first teachers of the Western world were teaching Quality, and the medium they had chosen was that of rhetoric.