Connotation is the imagery and emotion that a word or phrase brings to mind - as opposed to the raw denotation. It is easy to sway people towards something or someone (or away from it) by using word connotations.
Favorable | Neutral | Unfavorable |
---|---|---|
mother | woman | female |
child | fetus | conceptus |
pro-life | conservative | anti-choice |
pro-choice | liberal | pro-abortion |