Connotation

A connotation is a commonly understood cultural or emotional association that some word or phrase carries, in addition to the word's or phrase's explicit or literal meaning, which is its denotation.

A connotation is frequently described as either positive or negative, with regards to its pleasing or displeasing emotional connection. For example, a stubborn person may be described as being either strong-willed or pig-headed; although these have the same literal meaning (stubborn), strong-willed connotes admiration for the level of someone's will (a positive connotation), while pig-headed connotes frustration in dealing with someone (a negative connotation).

Usage

"Connotation" branches into a mixture of different meanings. These could include the contrast of a word or phrase with its primary, literal meaning (known as a denotation), with what that word or phrase specifically denotes. The connotation essentially relates to how anything may be associated with a word or phrase, for example, an implied value judgment or feelings.

Connotation (semiotics)

In semiotics, connotation arises when the denotative relationship between a signifier and its signified is inadequate to serve the needs of the community. A second level of meanings is termed connotative. These meanings are not objective representations of the thing, but new usages produced by the language group.

Discussion

Drawing from the original definition proposed by Saussure (1857-1913), a sign has two parts:

Connotative meanings are developed by the community and do not represent the inherent qualities of the thing or concept originally signified as the meaning. The addition of such meanings introduces complexity into the coding system. If a signifier has only a single denotational meaning, the use of the sign will always be unambiguously decoded by the audience. But connotative meanings are context-dependent, i.e. the addresser must learn how to match the meaning intended by the addresser to one of the various possible meanings held in memory.