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ROSES ARE RED, VIOLETS BLUE WE'VE CRACKED LOVE FOR YOU; Ulster firm's Valentine message tool.

Byline: LESLEY-ANNE MCKEOWN

SCIENTISTS have developed new technology to help lovestruck partners hit the right note on Valentine's Day greetings.

Toneapi.com can assist people agonising over how to sign off cards, write texts, or compile posts on social media.

The language analysis tool, created by Adoreboard, a data analytics firm based at QUB, detects 24 types of emotions by using mathematical algorithms.

They range from admiration to joy and maybe even rage - depending on the current state of a relationship.

Adoreboard founder Chris Johnston said pledging one's love is straight forward but it is the tone of the content which is a key factor in developing relationships. He added: "Finding the right emotional words or phrases is absolutely critical."

Mr Johnston expects a surge in activity ahead of Valentine's Day.

He added: "Technology has radically changed how we deliver messages. We are more likely to send an email or text messages than send a letter.

"The natural step is to use technology to optimise that message for emotion to improve the impact of how people write and making sure their feelings are accurately reflected in the words they use. People are more comfortable using emoticons or emojis to express feelings. Using the software people can understand the emotional meaning behind the emoticons or emojis so they avoid misinterpretation in the Valentine's messages they send."

Major global advertising firm Havas Worldwide is among those who have signed up to use the software.

Dr Gary McKeown, from the School of Psychology at QUB, said the analysis tool had helped global brands in trying to ensure their words matched the type of emotions they wanted to communicate.

He added: "Our most powerful uses of language are found when we craft words together in creative combinations to make the right impact and which guarantee them the highest levels of attention."

irish@mgn.co.uk

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ROMANCE Tool helps lovestruck

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Publication:The Mirror (London, England)
Date:Feb 12, 2016
Words:317
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