Denotation
Denotation refers to the literal meaning of a word. For example the denotation of fire would be a process in which substances combine chemically with oxygen from the air and typically give out bright light, heat, and smoke; combustion or burning.
Connotation
Connotation refers to the associations that are connected to a certain word or the emotional suggestions related to that word. For example the connotation of fire would be danger, evil or fear.
A good example would be a knife. The denotation of a knife, would be an object used in households in the preparation of food etc. But the connotation would suggest that it is a weapon used to kill people by murderers. These ideas are promoted by the media. For example the film scream will have played a significant part in promoting the idea of the knife as a murder weapon.
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