Denotation & connotation

Denotations and Connotations 

Denotation: In using a name or a label which our audience has used before we evoke a meaning for our audience. This is the meaning which we intend to evoke. 

Connotation: However, in using a name or a label which our audience has used before, we evoke not only the meaning we intend but also a varying range of personal memories of other occasions when this word or label has been encountered. 

These memories or thoughts which we inspire by using these label is what we call connotation. 

Example: in a movie an image of a knife denotes the image of cutting or chopping something. However, if the music is dark and gloomy the environment changes and the idea of a knife changes too creating a sense of terror in the audience connoting something dangerous.