And confirming that moral language is in fact the only language most men respond to, here is Ayn Rand:

“In spite of all their irrationalities, inconsistencies, hypocrisies and evasions, the majority of men will not act, in major issues, without a sense of being morally right and will not oppose the morality they have accepted. They will break it, they will cheat on it, but they will not oppose it; and when they break it, they take the blame on themselves. The power of morality is the greatest of all intellectual powers—and mankind’s tragedy lies in the fact that the vicious moral code men have accepted destroys them by means of the best within them.”

—   Ayn Rand in  Philosophy: Who Needs It, 67.