In the Writing Center with Ronnie B: A Quick Look at Denotation and Connotation

Explains denotation and connotation and how to effectively use both to persuade readers.

Denotation is the explicit or direct meaning of a word or expression. To “denote” means to indicate, to name or designate something.

For example, for most of us, the term “compact disc” indicates, designates, or names (denotes) one thing and one thing only: the thin, round, 4¾″ diameter disc that contains digitally-encoded music. Unless we’ve worked in a CD manufacturing plant or have been injured by a flying CD, we probably don’t attach additional meaning to the term.

Connotation is the associated or secondary meaning of a word or expression in addition to its primary meaning. To “connote” means to suggest additional meaning.

Cancer, for example, is not simply the “uncontrolled growth of abnormal cells.” The word “cancer” strikes fear into just about everyone. Many of us probably know someone who has battled cancer; some of us may have even survived cancer ourselves. We all know that “cancer” is a disease; but the word also evokes fear and dread, suggesting (connoting) pain, suffering, struggle, and even death.

“Liar” and “storyteller,” for example, have the same denotations (both invent tales and/or manipulate the truth), yet “liar” has a negative connotation while “storyteller” has a positive connotation.

I bring attention to denotation and connotation because both are part of your writing, whether you recognize them or not. As you write academically, paying close attention to your writing, make it a habit to also pay attention to the secondary meanings of the words you use. You don’t want to inadvertently offend your readers, but you do want to persuade them. So in order to not offend, rely upon denotation. Use, for example:

• “uninvited guests” instead of “party crashers”
• “environmentalists” rather than “tree-huggers”
• “democrats” versus “left-leaning, bleeding-heart liberals”
• “republicans” in opposed to “right-wing nuts with guns”

And in order to persuade, rely upon connotation. Include words such as “engineering” in your car advertisement and “clinical research” in your data sheet for a new drug, words that have positive secondary meanings. Use, for example:

• “fresh, eager, and full of enthusiasm” when talking about a newly hired group of library employees
• “experienced scholars” when discussing a class made up of adult students

But there are exceptions, so be careful. When we use “custodial engineer” instead of “janitor,” for instance, we run the risk of offending. In renaming or denoting the position, we are essentially saying that the job is so lowly that we need to make it respectable by giving it a new title.

Think of using denotation and connotation as writing positively, as putting statements into positive form in order to make them work to your advantage, to persuade.

NOTE: Remember that here we are talking primarily about academic or expository writing (writing that explains), not creative writing. In creative writing, connotation is a powerful tool; it’s used intentionally and masterfully to suggest or evoke positive and negative feelings and emotions.