The article discusses possibilities of studying value orientations of ancient communities by means of describing evidence left by contemporaries. The author analyses the potential of modern standardized techniques and requirements to the reliability of findings. Value orientations of the ancient Greek-Roman society on the whole as well as some ethnic subcultures are studied by means of analyzing appraisal judgements and behaviour norms found in Plutarch's writings. Results of statistical analysis are compared with characteristics of these cultures described by ancient authors and modern scientists.