Connotation is the imagery and emotion that a word or phrase brings to mind - as opposed to the raw denotation. It is easy to sway people towards something or someone (or away from it) by using word connotations.
| Favorable | Neutral | Unfavorable |
|---|---|---|
| mother | woman | female |
| child | fetus | conceptus |
| pro-life | conservative | anti-choice |
| pro-choice | liberal | pro-abortion |