Also known as loaded language or word associations.
For example: This is the shriek of spinsters around the world.
Certain words may have synonyms that technically mean the same thing, however evoke a different reaction in the reader. Consider the contrast between the words “bachelorette” and “spinster” – both refer to a single woman, however the first is significantly more positive than the second. Also in this example, the word “shriek” is used instead of a less negative word such as “call”. Together these words create an image in the reader’s mind of a group of crazy women crying and yelling, which affects how the reader views the group of individuals being discussed.
Sometimes words with connotations are not a replacement of a word with lesser connotations attached to it, but the word or idea itself carries the connotations, such as “pornography” or “pervert.”
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