The word, connotation, is used in two different ways.  Since connotations are cultural associations, some people may have conflicting opinions about the correct connotation of the word.

• Connotation is used to describe whether a word has negative, positive or neutral associations: Thin vs. Skinny vs. Scrawny.
• Connotation is also used to describe a word that has a completely unrelated symbolic meaning: Dark times = Bad times.

Denotation is another word for the literal, dictionary definition of a word. Connotation is the associated meaning of the word beyond the literal definition.

1. Connotation 1 (emotional charge): Every word has a negative, positive or neutral connotation or association. In this case, understanding connotation enhances understanding of the implied meaning, tone and purpose beyond a word’s literal definition.
   • “Youth” = positive connotation (or association); “Juvenile” = negative connotation; “Adolescent” = neutral connotation.
   • “Request” or “Remind” = positive connotation; “Whine” or “Nag” = negative connotation; “Ask” = neutral connotation.
   • “Assertive” = positive; “Bossy” = negative; “Dominant” = neutral.
   • “Senior” = positive; “Old” = negative; “Elderly” = neutral.
2. Connotation 2 (symbolic meaning): Some words have a secondary, figurative or symbolic association or connotation. In this case, the word takes on a completely new meaning completely unrelated to the literal meaning of the word:
   • Snake: An evil, devious or immoral person.
   • Chicken: A coward.
   • Pig: A vulgar person or slob.
   • Sweet: Cool, awesome or fun.
   • Stepping stone: Used to mean small advancements or achievement en route to achieving a goal.
3. Denotation: The literal, dictionary definition of a word.