When we speak or write, the words we choose reveal our emotions, opinions and judgement. The words we choose to express our positive and negative feelings or opinions are known as evaluative language. We are placing a value on people, things or situations.
Evaluative language can be very strongly negative, for example: I hate pumpkin and would never eat it even if I was starving. Evaluative language can be almost neutral, for example: I think pumpkin is okay and don’t mind having it with a roast dinner.
Evaluative language can be strongly positive, for example: The vegetable I love most in the world is pumpkin. I could eat it for every meal.
Some words are inherently positive or negative. For example, boring has a negative connotation and impressive has a positive connotation.