CONNOTATIVE

MEANING
BY: SUCI WAHYUNI MARUNDURI
DEFINITION
The aspect of the meaning which deals with our
emotional reactions to words is called connotative
meaning.
PRIMARY FACTORS OF
CONNOTATIVE MEANING
In order to understand the nature of connotative meaning, it is important to note its three
principal sources:
(1) the speakers associated with the word
When words associated with particular types of speakers, they almost acquire a connotative
meaning closely related to our attitudes toward those speakers by this association.
An interesting example is that of the use of napkin, which is U, as against the use of
serviette (a French loan word) which is non-U. Luncheon, which was originally U, is
now non-U.
 (2) the practical circumstances in which the
word is used
Words used by precisely the same person in different circumstances carry quite different connotations.’
‘Damn’ used in church bears a quite different connotation from the same word used in a beer hall, even
though uttered by the same person.

There are certain expressions which are associated with particular language settings, e.g., public markets,
police courts, lodges, summer resorts, and academic gatherings.

An interesting experiment was carried out in parts of Africa which were totally different climatically, to see
what the connotations of green and blue might be. In jungle areas, blue was the favorite color, and because
of its association with the sky and with sunshine it connoted such highly favored meanings as "life,"
"blessing," etc. Conversely, green, with its associations with foliage, water, etc., was the favorite color in the
desert areas, and has highly valued connotations of "life," "blessing" etc.
(3) the linguistic setting characteristic of the word.

In most languages, there is some kind of contrast in what may be called levels of language. One
set of labels that has proved generally useful divides this dimension into technical, formal,
informal, and intimate language.

Speakers, circumstances, and linguistic setting contribute to the connotation.

Following words have different meaning.

green with envy - cemburu

green at the gills - pucat

a green worker - pekerja baru

a green fruit - buah yang masih muda

The word ‘green’ in some examples above are in fact a kind of colour. The word has different
meaning when it occurs before certain words that the receivers might react differently.
ASPECTS OF LINGUISTIC MESSAGES
WHICH CARRY CONNOTATIVE MEANING

1. Pronunciation
The particular types of sounds used in certain forms of speech (i.e., the
allophones of the phonemes) may be said to carry connotative meanings.
For example, the "Toity-toid and Toid Avenue" dialect of New York, with
its special pronunciation of bird as boid, girl as goil, and third as toid, is
quite understandable, and after a little practice one can readily "restructure"
the sounds. However, these forms do carry certain associative meanings of
being substandard. The same is true many substandard dialect usages.
2. Words
For the most part connotative meanings are usually discussed merely in terms of the avoidance of
vulgarisms and the appropriateness of levels. Rarely is it recognized that there are many more serious
consequences of connotative significance. For example, a typical well-indoctrinated Thai Buddhist,
who has had no previous acquaintance with the Christian religion, would be likely to interpret the
traditional translation of John 3:16 as follows: "God so lusted after this material world that he sent
his only Son so that anyone who is gullible enough to believe in him would have the misfortune of
keeping on living forever and not dying." These interpretations arise from a number of important
differences of viewpoint and association with words.
3. The form of the discourse

The style of a discourse inevitably produces important connotative values, quite apart from the
connotations of the words or of the themes which may be treated. The fact that we may be pleased with
a style, but quite displeased with the content of a discourse, indicates clearly that there are differences
of emotive responses to these two levels of communication. Some speakers may charm their audiences
with their flow of language, while providing practically no substance; others may challenge their
hearers by the importance of their message, even though the manner in-which they communicate the
information is quite unappealing.
 4. Themes
The fact that people understand thoroughly all the significant details of an account is no guarantee that they will
react to the message in the same manner as other people do. For example, the Guaica Indians of southern
Venezuela were entirely unmoved by the story of Jesus' trial and death, for they regarded him as a
complete coward for not having put up a fight in the Garden of Gethsemane. Anyone who would not fight
or attempt to escape was regarded by the Guaica as deserving death. Moreover, the Guaica insist that it is far
better to die fighting than to be strung up like a common criminal. Because any theme is inevitably interpreted in
the light of the distinctive set of values maintained bv each culture or society, one must expect that events will
never be mere events, any more than -words are mere words. They are always colored by associations, and
evaluated in terms of the reactions of people. - The importance of connotative meanings is much greater than the
brevity of this chapter might suggest, for in the effort to attain dynamic equivalence, equivalent emotive
responses on the part of the receptors is absolutely crucial.
THANK YOU