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Semiotic :

Denotation/Connotation : A pair of terms referring to the distinction between the literal, dictionary defi nition of a word and the associations it has acquired in use. For example, the denotation of the word politician is one who is profes sionally engaged in politics, while its connotation suggests one whose primary interest is personal or partisan gain. Connotations of words are refl ections of the inherent RHETORIC of language and play a critical role in literature, particularly in poetry.

(QUINN, 2006 p113)