Corporate annual reports strive for objectivity, but are often still subjective. The ARCHIVE project aims to analyse whether different language varieties express this subjectivity differently. It will examine if American, British and European annual reports differ in their use of positive, direct and understandable language, how these features relate to company performance and, finally, whether the language used in annual reports affects readers’ perception of the company. Based on the results, the project aims to build an online tool that automates this analysis, helping users better the text and figures and helping companies write more effective and persuasive reports for specific audiences.