POINT OF VIEW Tone is the author ‘s attitude toward the topic or issue. Your choice of words, can affect the meaning and tone that you wish to convey Positive (+) negative (-) neutral (=) examples: Positive (+) thrifty negative (-) saving neutral (=) stingy examples: Positive (+) courageous negative (-) confident neutral (=) conceited Positive (+) my experience so far has been fantastic ! negative (-) your support team is useless. neutral (=) the product is okay I guess.