connotation
US /ˌkɑː.nəˈteɪ.ʃən/
UK /ˌkɑː.nəˈteɪ.ʃən/
1.
an idea or feeling that a word invokes in addition to its literal or primary meaning.
:
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The word 'home' has a warm connotation.
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The term 'politician' often carries negative connotations.