Denotation and connotation

In this post, we will try to explain two new terms: denotation and connotation. In general, they are figures of speech (def: The various rhetorical uses of language [such as metaphor, simily, hyperbole] used to depart from the customary construction, order or significance).

So what's the difference between those two figures of speech?

• Denotation refers to the literal meaning of a word, the "dictionary definition."¨ For example, if you look up the word snake in a dictionary, you will discover that one of its denotative meanings is "any of numerous scaly, legless, sometimes venomous reptiles¡Khaving a long, tapering, cylindrical body and found in most tropical and temperate regions."
• Connotation, on the other hand, refers to the associations that are connected to a certain word or the emotional suggestions related to that word. The connotative meanings of a word exist together with the denotative meanings. The connotations for the word snake could include evil or danger.

The process of conocation was admirably explained by Judith Williamson in her book "Decoding Advertisements" on the page 100. She discusses a series of advertisements for Chanel beauty products with an image of the actress Catherine Deneuve. At the first level, the advertisement associates the products with Catherine Deneuve, and at the second level, we get the connotations of Catherine Deneuve in the context of beauty products as a signifier: she connotes the classy, chic lifestyle of a mature and sophisticated woman.

sources: 

http://www.docstoc.com/docs/112688428/Connotation-vs-Denotation---PowerPoint---PowerPoint

http://grammar.about.com/od/fh/g/figuresterms.htm

http://www.eng.fju.edu.tw/English_Literature/terms/denotation.htm

http://www.stanford.edu/class/linguist34/Unit_03/connotation.htm

https://ebookstore.sony.com/ebook/judith-williamson/decoding-advertisements/_/R-400000000000000675917