connotation

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con|no|ta|tion /k'ɒnət'eɪʃən/ (connotations)
[N-COUNT] usu with supp, oft N of n
The connotations of a particular word or name are the ideas or qualities which it makes you think of.
It's just one of those words that's got so many negative connotations...
`Urchin', with its connotation of mischievousness, may not be a particularly apt word.
= association

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