The chapter motivates the topic of moral rhetoric by highlighting its relevance for how voters experience politics in everyday life. This leads to the question explored in the book: What role does moral rhetoric play in party politics? The chapter defines moral rhetoric as argumentation that frames political positions into moral views about right and wrong. Moral rhetoric can be used to frame views about specific policy issues (e.g., the economy, immigration) and more general political matters (e.g., the immorality of rival parties). Moral rhetoric contrasts with pragmatic, consequentialist rhetoric. To further illustrate, I present a series of examples of moral rhetoric used by parties and politicians in advanced democracies. Then I explain the research approaches of the book, such as use of the Moral Foundations Theory and geographic focus on Western democracies. The chapter ends with an outline of the rest of the book. The book examines the role of moral rhetoric in party politics in three parts: (1) whether and how moral rhetoric is a distinct aspect of political communication, (2) what effects it has on voters, and (3) its significance for democratic representation.