con·no·ta·tion 
/ˌkɑ:nəˈteɪʃən/ noun
plural con·no·ta·tions /ˌkɑ:nəˈteɪʃən/ noun [count] : an idea or quality that a word makes you think about in addition to its meaning
▪ a word with negative/positive connotations ▪ For many people, the word “fat” has negative connotations. ▪ The word “childlike” has connotations of innocence. — compare denotation
▪ a word with negative/positive connotations ▪ For many people, the word “fat” has negative connotations. ▪ The word “childlike” has connotations of innocence. — compare denotation
