Sentiment and connotation

Sentiment describes the tone of a piece of language, often labelled positive, negative, or neutral. Connotation concerns the associations or implications carried by particular wording. Automated assessments can help organise mentions, but they need to be checked against what the author actually wrote.

An article might quote a negative review and then explain why the writer disagrees with it. A label based on part of the wording could give the wrong impression of the article as a whole. Humour and mixed opinions can also make simple labels misleading.

In Brand Intelligence, follow the source link and read the passage before acting on a label. Check that the mention concerns the intended brand, especially when its name is also an ordinary word. Use the assessment as a prompt to read, rather than as a final judgement.