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Connotation is the implied meaning of a word based on common sentiment, which can vary by geography and culture. Understanding both denotation and connotation can help convey meanings more clearly and prevent misunderstandings. Word choice is important in writing, marketing, and other professions. Non-native speakers should be aware of connotations to avoid unintentionally offending others.
A denotation is the precise and exact definition of a word. A connotation is the secondary or implied meaning of a word, based on the common sentiment associated with the word. Connotations can vary by geography and culture, and can change over time. The word “connotation” comes from medieval Latin and came into common use in England in the mid-1500s.
Connotation describes the images and feelings evoked by a particular word, rather than its strict definition. For example, the adjectives “mad” and “furious” both indicate that someone is angry. “Furious”, however, evokes the image of a much stronger and more intense feeling. This is connotation.
Another example would be to compare the words “work” and “effort”. Both denote effort. To say that a man works, however, could mean that he makes great efforts or simply that he has a job. To say that a man is working hard evokes the impression of someone who works very hard, probably at a physical job, and perhaps in a very difficult situation.
Understanding both the denotation and connotation of words can help people convey their meanings more clearly. Writers often use the connotation to great effect in books, songs and plays. For example, rather than saying that one night was dark, a writer who wants to create a feeling of foreboding might instead say that the night was pitch black.
Word choice is also important in marketing and advertising. For example, a product advertised as “new” will get a different response than one advertised as “unfamiliar,” even though both words have very similar denotations. “New,” however, connotes “fresh” and “exciting,” while “unfamiliar” connotes “strange” and “uncomfortable.”
Other professions also find connotation important. Speechwriters, for example, can create vastly different impressions based on the words they choose. So can journalists, PR professionals, politicians, lawyers and negotiators.
Knowing what a particular word connotes can also help prevent misunderstandings. While a word might appear to have a benevolent definition, its emotional meaning could easily be inflammatory or hurtful. This can be a particular problem for non-native speakers of a language.
A non-native English speaker, for example, might describe someone’s skin as “pasty,” meaning that the person has very fair or pale skin. In English, however, the word “pasty,” when applied to skin tone, connotes a very white, unattractive, and most likely unhealthy complexion. The speaker could easily offend the individual in question unintentionally simply because he or she is not familiar with the connotation of the word ‘mushy’.
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