In this article I outline an original form of ethical theory that I call exemplarist virtue theory. The theory is intended to serve the philosophical purposes of a comprehensive moral theory, but it is also intended to serve the practical purpose of moral education by structuring the theory around a motivating emotion – the emotion of admiration. In this theory, basic moral concepts are defined via direct reference to exemplars of moral goodness, picked out through reflective admiration. The theory gives narratives a critical function, and it connects empirical studies with the a priori side of ethics.