At the behest of the linguistics is designated as connotation to that meaning of a word, which deals with expressing the secondary value that it has as a consequence of its connection with a specific reference.
Secondary meaning of a word or phrase, which is associated with the subjectivity and culture of the speakers
That is, the connotation exerts an action of contextualization, which will provide, to the strict meaning of the concept or phrase in question, an intention that will be closely linked to the subjectivity of the sender or receiver, as appropriate.
The connotation of a word or phrase refers to the intention with which they are used, which is also linked to experiences, affections, and social contexts, which are defined by the place in which the person lives.
Application in politics and advertising
In the field of politics, it is common to find speeches by political leaders, which and in an intentional way, are loaded with subliminal messages, or with arguments in which they send indirect meanings, and that will have the objective of moving the public, taking it for example to identify with the candidate, and vote for him in the elections.
All the words that we use in our language to communicate have the meaning of the dictionary but also one that each of us attributes to it, and that as we have already said, is associated with more personal issues, and that overlaps with the literal meaning.
Many times, our conversations, speeches, messages that are broadcast through the mass media, among others, present and communicate meanings that go beyond the strictly literal of words.
For example, in advertisements is where we most directly encounter this type of situation ... The advertisement of a car that shows it being driven by a man and is accompanied by a beautiful and attractive woman, will be connoting the following message: if you buy , you drive this car, you will have a beautiful woman sitting next to you.
On the other hand, when we associate someone with some other living being due to some characteristic that he shares with the human being, that is, we say that this or that is a viper, we will be clearly saying it because that person turns out to be fearsome and dangerous as the vipers, of whom we all take care not to get bitten by their transmission of poison when they bite.
Also, certain objects applied in certain places carry connotations ... Red candles, lit on a specially prepared table, will be connoting the imminence of a romantic dinner.
Obviously the reference of the candle has nothing to do with a romantic dinner, however, the uses and customs agreed around the preparation of a romantic dinner, in which the candles are erected as special air freshening elements, make the presence of these objects connote the aforementioned event.
Denotation: literal meaning of a word, which appears in the dictionary and is objective
Meanwhile, the opposite concept to connotation is that of denotation, which implies the strict meaning of a word, because in the denotation neither valuations nor subjectivities mediate, but rather the objective concrete reference of the word in question.
The denotative meaning of a term is one that is exposed in a dictionary or glossary of terms.
The denoting reference exposes objectively and without any questioning what a word means, while precisely here lies its great difference with the connotative meaning, since it can vary from one person to another, that is, a person may disagree with another regarding the connotation that he attributes to this or that term, and this is clearly in relation to the personal experiences and values of each one.
Almost all the words that we master in our language to communicate with others, or to express ideas, among others, have these two meanings, the denotative and the connotative, it is impossible for many words to escape from this situation.
And we cannot ignore symbols, which are also the object of connotation like words, and whose connotations they generate transcend the thing they exhibit, and many times are worth more for what they culturally represent to people.
One of the most emblematic cases is that of the white dove that is used to symbolize peace, and we cannot ignore the flower as a romantic symbol.
