Ever walked into a store because an advertisement's words tugged at your heartstrings, even if you couldn't exactly tell why? Or, perhaps you felt a sudden “ick” towards a product after skimming its description? Chances are, it was the power of words pulling your strings!

In this article, we’ll explore the hidden emotional undertones of words through the lens of linguistics and marketing. We’ll begin by discussing the two foundational concepts that help us in understanding the phenomenon. After that, we’ll discuss their implications in marketing and share tips on which words to embrace and which ones to approach with caution, be it in service descriptions, advertisements, or slogans.

Words aren’t just words

Many of us think a word is simply a way to describe something—a tree is a tree, a car is a car, right? Well, this isn’t exactly the case, because most words we encounter come with emotional baggage. To truly grasp the influence words can have on us, let’s first explore these two fundamental concepts derived from linguistics: denotation and connotation.

Denotation: The dictionary definition

At its core, every word has a denotative meaning. This is the definition you could find in a dictionary, and it can be seen as the most literal interpretation without emotional or cultural nuances. So, when we say “a tree is a tree”, most of us are referring to its denotative sense: A tall plant with a trunk and branches, no more, no less.

Connotation: The emotional aspect

This is where it gets interesting: While each word has a literal, denotative meaning, most words also carry connotative meanings. These are the feelings, memories, associations, or images that are evoked in us when the word is used. 

To better understand the meaning of connotations, let’s illustrate with a simple example. Think about the word telemarketer. In its denotative sense, a telemarketer refers to a person who sells or advertises through phone calls. However, for many of us, the word might evoke feelings of annoyance, intrusion, or even distrust. Is that because telemarketer means an annoying salesperson? Denotatively, it does not—but through our experiences, such as receiving unsolicited calls during dinnertime or seeing our favourite sitcom characters dealing with pushy sales pitches, the term has taken on these associations. 

So, what does this all have to do with marketing? 

Now that you understand the basic distinction between denotation and connotation, you might be wondering what they have to do with marketing. Well, one could say that the essence of marketing is creating lasting connections. And to forge those connections, we must resonate with our audience’s emotions, desires, memories, and values. Knowing that different words evoke different feelings, we must be strategic and sensitive in the words we choose.

Here’s where understanding connotations becomes crucial: 

1. Crafting messages that resonate:

When we understand the connotative weight a word carries, we are able to craft messages that are meaningful to our audience and that foster positive feelings. By choosing words that have positive connotations in the context of our target audience, marketers can instil trust, create desire, or evoke feelings of nostalgia, which builds connections between the brand and the audience. 

2. Avoiding alienating audiences:

The same way as positive connotations can foster connections, negative connotations can break them. For example, if a fitness centre wanted to communicate their welcoming atmosphere for beginners by referring to their classes as “Perfect for those out of shape”, the phrasing could come off as judgemental or derogatory, pushing away the very audience they wanted to attract.

3. Cultural sensitivity:

The connotative meanings of words can differ greatly across cultures. What’s seen as positive in one culture might be neutral or even negative in another, or the other way around. Cultural sensitivity doesn’t only pertain to differences between countries or nations: it also refers to the culture in different communities, such as religious communities, LGBTQ+ communities, or even age groups might have.

The Effect of Words Is Often Partially or Fully Subconscious

But does an average customer or social media user actually stop to analyse each and every word, thinking about the memories and associations they bring to mind? Most of us do not, of course—at least not in a manner that is conscious.

When we decide to buy a product or choose a service, we often believe our decisions are based solely on our logical evaluations of their attributes, pros, and cons. Although the conscious, logical brain is a highly important part of our decision-making, research has shown that our subconscious mind influences our decisions, sometimes quite significantly—even when we believe we are making objective judgments.

Let’s approach the subconscious effect of words through an example: Imagine you are in the midst of booking a holiday, deciding between two seemingly identical beachfront hotels. While their price, location, and amenities are almost exactly the same, somehow you find yourself leaning towards one over the other. Why is that? While the other option advertises rooms with “ocean views”, your choice offers “unobstructed panoramic horizons of the azure sea.” Here, the second description paints a more vivid and enticing picture of the experience you’re seeking—even though the actual experience at both hotels might be the same. This shows the powerful impact words can have on our decisions.

The subtle variation in language showcases the profound power words can have in our decision-making, sometimes operating below our conscious radar. This proves that in marketing, it’s not just about what you offer, but how you articulate it. 

Harnessing Specific Connotations to Evoke Desired Associations: Tips for Marketers

Depending on the feelings you wish to stir, different words can be strategically placed in advertisements, slogans, or even social media captions. Here are some common emotions and associations many businesses aim to evoke in their target audience, along with words that often resonate—and some to tread carefully with.

Trust and reliability

Recommended words: "guaranteed," "expert," and “trusted”, and "authentic".

Words to be careful with: “Alleged” can insinuate that something might be questionable.

Inclusivity and community 

Recommended words: “together”, “welcome”, “community”, and “united”.

Words to be careful with: “Tolerant” can be seen as patronising or minimalistic in efforts to be inclusive.

Affordability

Recommended words: “Value-packed”, “budget-friendly”, “bargain”, “savings”.

Words to be careful with: “Cheap” can imply low quality or worth.

Convenience

Recommended words: “Effortless”, “Hassle-free”, “Easy”, “Smooth”, and “Efficient”. 

Words to be careful with: “Quick fix” can be interpreted as a temporary or shoddy solution.

Luxury and exclusivity

Recommended words: “limited edition”, “one-of-a-kind”, “handmade”, “premium”, or “artisan”.

Words to be careful with: “Elite” can come off as overly exclusive if not used carefully. 

The examples above provide a general guideline on word selection in marketing. However, the crucial thing to remember is that every word-induced emotion and impression is dependent on the context: what works with one audience might not work for another. 

Moreover, cultural shifts, news events, and regional differences can further influence the connotations words acquire. In other words, what’s deemed neutral today, might not be regarded as such in ten years.

Focusing on understanding your audience’s values, experiences and opinions and re-evaluating your word choices at frequent intervals ensures that your messaging remains effective and resonates with your target audience. 

Conclusion

Understanding the difference between denotation and connotation can significantly improve your marketing communication, ensuring that your messages build the desired brand image. However, all communication, whether it’s for business or informational purposes, is highly context-dependent: Connotations vary across communities, cultures, and niches, which is why conducting a thorough analysis of your target audience is of paramount importance. 

Need help in analysing your audience or finding the words that tickle their interest? Get in touch with us today and allow our team of dedicated professionals to help you on the journey toward marketing that resonates!