Summary
Highlights
Connotation refers to the feelings and context that surround a word, distinct from its denotation, which is its dictionary definition. For example, 'companion' and 'buddy' both mean friend (similar denotation), but 'companion' is formal, while 'buddy' is casual, reflecting different connotations.
Connotation is crucial for setting tone and expressing opinion. Words with similar denotations can have vastly different connotations. For instance, describing someone's kindness as 'sweet as sugar' is positive, while calling it 'cloying' or 'syrupy' implies a negative connotation of being 'too much'.
Connotation can be used for poetic effect or to build a motif. The example of a plant nursery owner 'flourishing' in her new location instead of just 'growing', or 'putting down roots' rather than 'settling', demonstrates how specific word choices can create a consistent theme related to nature.
Connotation can be very personal. The speaker shares his childhood experience where the phrase 'Good hustle' in basketball developed a specific, negative connotation for him (implying he wasn't good at other aspects of the game), which is unique to his experience and not universal.
A good exercise to understand connotation is to take a word, list its synonyms, and then sort them by their positive, negative, or neutral connotations. Readers and writers should pay attention to the cultural meanings words carry beyond their literal definitions.