noun
an idea or feeling that a word invokes in addition to its literal or primary meaning
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The word 'luxurious' has a positive connotation, implying wealth and elegance.
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I didn't realize the connotation of using that emoji in that context.
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In some circles, 'basic' has a negative connotation, suggesting someone is unoriginal.
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Her name has taken on a new connotation since she became a well-known author.