Words Matter: Connotation & Denotation
Imagine this. You go to a doctor for a surgical consultation, and she provides an overview of the operation, telling you that she will use a traditional method, one that has been used for decades. Traditional? No robotics, lasers, or smart scalpels? You question the doctor, and she explains that just because this method is “traditional,” it does not mean it’s outdated; in fact, it’s widely accepted as the best practice for your type of surgery. You’ve just experienced the difference between connotative and denotative language.
Last week, I devoted my blog to how to structure an argument, frame your values, and gain consensus and buy-in. Equally important is knowing when and how to use these two types of language. Denotation is the literal meaning of the word. It’s what the entry in the Oxford English Dictionary states. Connotation refers to the idea or feeling a word carries within a cultural context. Denotation is finite; a word means what a word means. Connotation can be negative or positive. For example, the word “frugal” means economical with money, but it has a strongly positive connotation. When you describe someone as frugal, the underlying meaning is that they are wise and savvy with their money. It’s a good thing, a positive attribute. In contrast, although the word “cheap” denotes economical, the feeling associated with “cheap” is that someone is miserly or tries to save money in negative ways.
Some words have a harmless denotation, but once placed in a different context, their underlying meaning changes because they’ve taken on a strong connotation. For example, the word “slimy” by itself can accurately describe a slug, a cluster of algae, or the feeling on your face after your mastiff has ensured that you were properly welcomed home. It’s mostly neutral. However, when “slimy” is used to describe a person, the meaning becomes negative. The reader recognizes that a slimy person is not someone you want to ask to house-sit. “Slimy” in this context has a negative connotation.
Connotation shapes meaning in literature, advertising, and everyday communication. Fans of the series Mad Men may recall a scene in the pilot episode in which Don Draper, the protagonist, addresses a significant challenge faced by the firm’s marquee client, Lucky Strike cigarettes. It’s 1960, four years before the US Surgeon General would go on television and announce to the American people that cigarette smoking leads to disease and death. However, there are already rumors that scientists have linked tobacco use to lung cancer. Always the smooth operator, Don steps in and tells the client, “Everyone else’s cigarettes are poison. Lucky Strikes are toasted.” “Poison” connotes something negative, whereas “toasted” is understood to mean something tasty, relaxing, and comforting.
Whenever you choose words, make sure that the connotation of your choices matches your written scenario. Just like you’re careful before calling a friend “frugal” or “cheap,” consider the desired effect of your words before choosing them. That’s the real power of knowing the differences between connotation and denotation. Understanding the distinction between connotation and denotation is crucial for effective communication and accurate interpretation of language. The bottom line? Words do more than just convey facts; they also evoke emotions. Understanding connotation and denotation is crucial for effective communication, and that enables you to leverage the enormous power that language yields.