Semiotics

Semiotics - the study of signs and signals. (a way of understanding the literal and possible meanings of images and words).

Denotation - The actual meaning of words

Connotation - An association with a word (emotional)

negative

There are over 2,000 vagrants in the city.

neutral

There are over 2,000 people with no fixed address in the city.

positive

There are over 2,000 homeless in the city.

Another example of this would be the colour red. The colour red is red but gives of the emotional feeling of love or danger.