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For challenger brands it is immensely useful to position the competitive battle as a moral clash against an anti-hero.
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On certain occasions, however, normative aspects may suddenly rise to the surface, notably when moral clashes occur and biologists are confronted with conflicting images of nature (cf. Merchant [1989], 4).
When personal moral codes clash with professional ethics; when the heart clashes with the mind; when empathy clashes with religious doctrine; when inner convictions clash with law — it is then that the muddle of surrounding circumstances tends to blur the perception of even the most obvious evidence, and to mitigate its influence.
The clash they see creates the political and moral friction that keeps this issue alive.
During the 1980's, when the culture wars were going full bore, the Moral Majority clashed with the People for the American Way.
Over four hours of intense closing arguments at Fort Meade in Maryland, David Coombs set up a moral and legal clash of characterisations, between the Manning that he laid out for the court, and the callous and fame-obsessed Manning sketched on Thursday by the US government.
To use it in a sentence: The continued clash between moral clarity and its antonyms -- moral relativity and moral equivalency -- is a moral certainty.
Along the way, moral and cultural clashes put the operation at risk.
On the steps of the courthouse, Benham's followers arranged six coffins, each inscribed with the name of a Supreme Court decision that represented a defeat for social conservatives in the moral and political clashes known as the culture wars.
Property rights may clash with moral mandates.
"It's a classic clash between moral and economic attitudes.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com